Pengaruh Kualitas Produk Dan Brand Ambassador Kpop NCT Dream Terhadap keputusan Pembelian Pada Produk Mie Lemonilo Di Manado

Abstract

Strategi marketing yang efektif tentunya akan mempengaruhi konsumen dalam membuat keputusan pembelian. Penelitian ini bertujuan untuk melihat Pengaruh Kualitas Produk dan Brand Ambassador Kpop NCT Dream terhadap Keputusan Pembelian pada Produk Mie Lemonilo di Manado. Metode pengambilan sampel menggunakan teknik Purposive Sampling. Sampel yang digunakan adalah sebanyak 100 responden populasi masyarakat kota Manado. Metode analisis yang digunakan adalah analisis regresi linear berganda. Hasil penelitian uji secara parsial menunjukkan bahwa Kualitas Produk secara parsial berpengaruh positif dan signifikan terhadap Keputusan Pembelian mie Lemonilo, Brand Ambassador Kpop NCT Dream secara parsial berpengaruh positif dan signifikan terhadap Keputusan Pembelian mie Lemonilo. Dan hasil penelitian uji secara simultan menunjukkan bahwa Kualitas Produk dan Brand Ambassador Kpop NCT Dream secara simultan berpengaruh signifikan terhadap Keputusan Pembelian mie Lemonilo.

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