Pengaruh Brand Image, Brand Ambassador, Word Of Mouth dan Testimony In Social Media terhadap Keputusan Pembelian Hijab Sulthanah di Kota Tegal

Abstract

Penelitian ini bertujuan mengetahui Pengaruh Brand Image, Brand Ambassador, Word Of Mouth Dan Testimony In Social Media Terhadap Keputusan Pembelian (studi kasus pada Hijab Sulthanah di Kota Tegal) baik secara parsial maupun secara simultan. Jenis penelitian asosiatif dengan pendekatan kuantitatif. Pemilihan sampel menggunakan sampling incidental, berjumlah 100 responden. Teknik analisis data yang digunakan Analisis Regresi Linear Berganda dan Uji signifikan (Uji Asumsi klasik, Uji t, Uji F, dan Uji Koefisien Determinasi). Dari hasil penelitian ini menunjukan bahwa secara simultan bahwa Pengaruh Brand Image, Brand Ambassador, Word Of Mouth Dan Testimony In Social Media Terhadap Keputusan Pembelian (survey pada Toko Hijab Sulthanah di Kota Tegal). Sedangkan secara parsial brand image berpengaruh terhadap keputusan pembelian, brand ambassador tidak berpengaruh terhadap keputusan pembelian, word of mouth berpengaruh terhadap keputusan pembelian, dan testimony in social media tidak berpengaruh terhadap keputusan pembelian

Strength of Brand Image and Restaurant Atmosphere in Influencing Decision Making and Customer Satisfaction

“…The existence of positive perceptions in the minds of consumers related to certain brands will be taken into consideration in making decisions (Kim, 2018). Consistent with the study conducted by Susilawati, Hanfan and Anugrah (2021), which proves that brand image has a significant effect on consumer decisions.…”

Macro and Micro Environmental Perspectives on the Ability of SME Business to Innovate and Perform Good

“…Small and medium enterprises in Indonesia have a significant impact on the country's economic growth, as evidenced by their contribution to GDP (Susilawati et al, 2021). The data shows that small and medium enterprises in Indonesia have grown significantly.…”

The Influence of Brand Ambassador, Digital Marketing and Merchandise on Consumer Purchase Decisions on Blackpink Oreo Products

“…Research on the impact of brand ambassadors on purchasing decisions is interesting because previously research results had varied results (Dewi et al, 2020;Fitrianingsih et al, 2020;Parmar et al, 2020;Pratami & Sari, 2020;Farada sya & Trianasari, 2021;Imani & Martini, 2021;Kuncoro & Windyasari, 2021;Lestari et al, 2021;Nguyen, 2021;Nurhasanah et al, 2021;Siskhawati & Maulana, 2021;Susilawati et al, 2021). In the current business era, competition is intense.…”

“…Research Parmar et al, (2020) explains when the content of the certificate supports a theme, attractiveness, expertise and trustworthiness are transferred from the endorser celebrityto the new product so that when the consumer buys the product, the quality of the product is transferred to consumer. Companies need to plan and integrate all forms of communication that can be carried out by companies in communication programs and in this case companies can use brand ambassadors as a communication tool to communicate with the public which is expected to increase sales (Susilawati et al, 2021). In Pratami & Sari's research, (2020) explained that brand ambassadors have several characteristics, namely popularity, credibility, attractiveness, and strength.…”