ANDRIANI, FEMI RESTI (2024) PENGARUH CITRA MEREK, BRAND AMBASSADOR DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIE SEDAAP COLLECTION KOREAN (Studi Pada PT. Mie Sedaap). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of Brand Image, Brand Ambassador, and product quality on purchasing decisions for Mie Sedaap collection Korean products. The population in this research are consumers who want to make purchasing decisions regarding Korean Mie Sedaap collection products in the South Jakarta area. The sample used was 130 respondents, calculated based on the hair formula. This sampling method uses purposive sampling. The data collection method uses a questionnaire and the data analysis method uses Partial Least Square. This research found that Brand Image, Brand Ambassador, and Product Quality have a positive and significant influence on the decision to purchase Korean Sedaap collection noodle products. The results of this research show that Brand Image, Brand Ambassador and Product Quality have a significant positive effect on the Decision to Purchase Mie Sedaap Collection Korean Products. However, the R-Square (R²) = 39.5 shows that the ability of the independent variables (Brand Image, Brand Ambassador and Product Quality) is 39.5% while the remaining 60.5% is explained by other factors outside the model. Keywords: Brand Image, Brand Ambassador, Product Quality, Purchase Decision, PLS, Mie Sedaap. Penelitian ini bertujuan untuk menganalisis pengaruh Citra Merek, Brand Ambassador, dan Kualitas produk terhadap keputusan pembelian produk Mie Sedaap collection Korean . Populasi dalam penelitian ini adalah konsumen yang ingin melakukan keputusan pembelian terhadap produk mie sedaap collection Korean di daerah Jakarta Selatan. Sampel yang dipergunakan adalah sebanyak 130 responden, dihitung berdasarkan rumus hair. Metode penarikan sampel ini menggunakan purposive sampling. Metode pengumpulan data menggunakan kuisioner dan metode analisis data menggunakan Partial least Square. Penelitian ini mendapatkan bahwa Citra Merek, Brand Ambassador, dan Kualitas Produk berpengaruh secara positif dan signifikan terhadap keputusan pembelian produk mie sedaap collection Korean. Hasil penelitian ini menunjukan bahwa Citra Merek, Brand Ambassador dan Kualitas Produk berpengaruh positif signifikan terhadap Keputusan Pembelian Produk Mie Sedaap Collection Korean. Namun pada nilai RSquare (R²) = 39,5 menunjukan bahwa kemampuan variabel independen (Citra Merek, Brand Ambassador, dan Kualitas Produk) sebesar 39,5% sedangkan 60,5% sisanya dijelaskan oleh faktor lain di luar model Kata Kunci : Citra Merek, Brand Ambassador, Kualitas produk, Keputusan pembelian, PLS, Mie Sedaap
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