Pengaruh Brand Ambassador, Brand Image dan Kualitas Produk terhadap Keputusan Pembelian pada Produk Mie Lemonilo di Kota Malang

Anastasya, Aprilia (2024) Pengaruh Brand Ambassador, Brand Image dan Kualitas Produk terhadap Keputusan Pembelian pada Produk Mie Lemonilo di Kota Malang. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research aims to determine and analyze the influence of brand ambassador, brand image and product quality on purchasing decisions for Lemonilo Noodle products inMalang City. The method in this research uses a quantitative method by distributing questionnaires via Google Form to all people in Malang City. The data source used in this research is primary data taken from 97 respondents for 7 days via the Google Form application. The data analysis method in this research is to use descriptive analysis and ttest as well as f test and coefficient of determination to test the hypothesis and the data isprocessed using the SPSS application.
The results of this research show that the first hypothesis, namely brand ambassador, brand image, and product quality have a positive and significant effect onpurchasing decisions for Lemonilo noodle products in Malang City. The second hypothesisis that brand ambassadors have a positive and significant influence on purchasing decisions for Lemonilo noodle products in Malang City. The third hypothesis is that brandimage has a positive and significant effect on purchasing decisions for Lemonilo noodle products in Malang City. And in the fourth hypothesis, product quality has a positive and significant effect on purchasing decisions for Lemonilo noodle products in Malang City.

Item Type:	Thesis (Undergraduate)
Additional Information:	Aprilia Anastasya NIM : 20022000245
Uncontrolled Keywords:	Brand Ambassador, Brand Image, Product Quality, Purchasing Decisions,Malang City
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User:	Gendhis Dwi Aprilia
Date Deposited:	21 Apr 2025 07:43
Last Modified:	21 Apr 2025 07:43
URI:	https://eprints.unmer.ac.id/id/eprint/4783

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