Pengaruh Brand Ambassador Dan Brand Imageterhadap Keputusan Pembelian Shampo Pantene di Swalayan 88 Medan

Abstract

Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh Brand Amvbassador dan Brand image terhadap keputusan pembelian Shampo Pantene pada Swalayan 88 Medan. Metode penelitian yang dilakukan adalah penelitian eksploratif, dimana variabel diukur dengan skala likert. Metode pengumpulan data dilakukan dengan wawancara (interview), dengan daftar pertanyaan (questionnaire) dan studi dokumentasi. Populasi dalam penelitian ini adalah seluruh konsumen di Swalayan 88 medan.. yang berjumlah 54 orang. Penarikan sampel dengan metode sampling jenuh atau lebih dikenal dengan istilah sensus. Dalam penelitian ini jumlah populasi relatif kecil yaitu sebanyak 54 orang. Pengolahan data menggunakan perangkat lunak SPSS versi 23, dengan analisis deskriptif dan pengujian hipotesis analisis regresi berganda. Hasil penelitian menunjukkan bahwa: (1) secara parsial variabel Brand Amvbassador mempengaruhi keputusan pembelian Shampo Pantene pada Swalayan 88 Medan. ; (2) secara parsial variable brand image Endorse mempengaruhi keputusan pembelian Shampo Pantene pada Swalayan 88 Medan. ; (3) secara simultan terdapat pengaruh yang positif dan signifikan antara variabel Brand Amvbassador dan brand image terhadap keputusan pembelian Shampo Pantenepada Swalayan 88 Medan Sri Zebua, The Influence of Brand Amvbassador and Brand image on purchasing decisions for Pantene Shampoo at Supermarket 88 Medan. The purpose of this study was to determine and analyze the influence of Brand Amvbassador and Brand image on purchasing decisions for Pantene Shampoo at Supermarket 88 Medan. The research method used was exploratory research, where variables were measured using a Likert scale. Data collection methods were conducted through interviews, questionnaires, and documentation studies. The population in this study were all consumers at Supermarket 88 Medan. totaling 54 people. Sampling was done using the saturated sampling method or better known as the census. In this study, the population was relatively small, namely 54 people. Data processing used SPSS version 23 software, with descriptive analysis and multiple regression analysis hypothesis testing. The results of the study showed that: (1) partially the Brand Amvbassador variable influenced purchasing decisions for Pantene Shampoo at Supermarket 88 Medan. ; (2) partially the brand image Endorse variable influences the purchasing decision of Pantene Shampoo at Supermarket 88 Medan. ; (3) simultaneously there is a positive and significant influence between the Brand Amvbassador and brand image variables on the purchasing decision of Pantene Shampoo at Supermarket 88 Medan