Pengaruh Brand Ambasador Dan Promosi Terhadap Keputusan Pembelian Sepeda Motor Yamaha Fazio Di Dealer XYZ Karawang
DOI:
https://doi.org/10.31539/costing.v7i5.12111Keywords:
Brand Ambasador, Promosi, Keputusan PembelianAbstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh brand ambasador dan promosi terhadap keputusan pembelian sepeda motor yamaha fazio di dealer XYZ Karawang. Jenis penelitian ini adalah penelitian kuantitatif dengan metode deskriptif verifikatif melalui pendekatan survei terhadap konsumen. Teknik sampling yang digunakan adalah menggunakan probability pusposive sampling melalui slovin dimana jumlah populasi sebanyak 134 dijadikan sampel sebanyak 100 konsumen. Alat analisis yang digunakan regresi liner berganda. Hasil penelitian menyatakan bahwa secara simultan brand ambasador dan promosi memiliki pengaruh signifikan terhadap keputusan pembelian pada konsumen sepeda motor yamaha fazio di dealer XYZ Karawang sedangkan secara parsial brand ambasador dan promosi memiliki pengaruh signifikan terhadap keputusan pembelian pada konsumen sepeda motor yamaha fazio di dealer XYZ Karawang.
References
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Rehmet, J., & Dinnie, K. (2013). Citizen brand ambasadors: Motivations and perceived effects. Journal of Destination Marketing & Management, 2(1), 31–38. https://doi.org/10.1016/j.jdmm.2013.02.001.
Rossiter, J. R., & Percy, L. (2015). Strategi dalam Periklanan. In J. R. Rossiter, & L. Percy. Jakarta: Gramedia.
Sagia, A., & Situmorang, S. H. (2018). Pengaruh Brand ambasador, Brand Personality Dan Korean Wave Terhadap Keputusan Pembelian Produk Nature Republic Aloe Vera. Jurnal Manajemen Dan Bisnis Indonesia, 5(2), 286–298. https://doi.org/10.31843/jmbi.v5i2.168.
Scheidt, S., Gelhard, C., Strotzer, J., & Henseler, J. (2018). In for a penny, in for a pound? Exploring mutual endorsement effects between celebrity CEOs and corporate brands. Journal of Product & Brand Management, 27(2), 203–220. https://doi.org/10.1108/JPBM-07-2016-1265.
Sugiyono (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alphabeta.
Yudhistira, V., & Patrikha, F. (2021). PENGARUH PROMOSI PENJUALAN DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN DENGAN VARIABEL KEPERCAYAAN SEBAGAI MEDIATOR (Studi Pada Produk Fashion Online Di Surabaya). Jurnal Pendidikan Tata Niaga (JPTN), 9(2), 1237-1243. https://doi.org/10.26740/jptn.v9n2.p1237-1243
Clarissa, C., & Bernarto, I. (2022). The Influence of Brand ambasador, Brand Awareness, Brand Image and Prices on Purchase Decisions on Online Marketplace. BUSINESS AND ENTREPRENEURIAL REVIEW, 22(2), 9–19. https://doi.org/10.36555/almana.v6i1.1647
Dewi, B. S. A., Suardana, I. M., & Satriawan, S. (2022). Pengaruh Brand ambasador, Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Kosmetik Emina. Kompeten: Jurnal Ilmiah Ekonomi Dan Bisnis, 1(1), 45–53. https://doi.org/10.57141/kompeten.v1i1.6
Dewi, D., Priantono, S., & Vidiyastutik, E. (2023). Pengaruh Brand Ambassador Dan Citra Merek Terhadap Keputusaan Pembelian Sepeda Motor Yamaha Pada Surya Inti Putra Pahlawan Kota Probolinggo. JUMAD : Journal Management, Accounting, & Digital Business, 1(5), 621-630. https://doi.org/10.51747/jumad.v1i5.1441
Faritzal, A., Aryani, W. C. P., Padmakusumah, R. R., Dwiyogo, S. W., & Nurunnisha, G. A. (2023). The Influence of Brand ambasador and Price Discount on Consumer Purchase Intention in E-Commerce Shopee (Case Study on Shopee Users in Bandung City). Ilomata International Journal of Management, 4(1), 118–132. https://doi.org/10.52728/ijjm.v4i1.672.
Gasela Nur Permana, Dr. Agus Maolana Hidayat, S.E, M.Si. "The Influence of Brand ambasadors on Purchase Decisions and Brand Image as Intervening in Avoskin Products" International Research Journal of Economics and Management Studies, Vol. 3, No. 1, pp. 210-219, 2024.
Ghadani, A., Muhar, A. M., & Sari, A. I. (2022). Pengaruh brand ambasador dan brand image terhadap keputusan pembelian di shopee dengan mediasi brand awareness. Insight Management Journal, 2(3), 110–118. https://doi.org/10.47065/imj.v2i3.200
Ghozali, Imam. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS. 25. Semarang: Badan Penerbit Universitas Diponegoro
Hartati, S., Lubis, J., & Hanum, F. (2022). The Influence of Brand ambasador on Purchasing Decisions for Wardah Products with Brand Image As An Intervening Variable at Indomaret Sigambal. Quantitative Economics and Management Studies, 3(3), 435–439. https://doi.org/10.35877/454RI.qems993.
Jayusman, N., Lestari, W. D., & Permatasari, Q. (2023). Analysis of the Influence of Brand ambasadors and Promotions on Product Purchasing Decisions at Shopee (On Shopee Application Users in Sukoharjo Regency). International Journal of Management Science and Information Technology, 3(1), 101–107. https://doi.org/10.35870/ijmsit.v3i1.1077.
Jubaidah, S., & Sumarni, I. (2020). Pengaruh Promosi Terhadap Keputusan Pembelian Sepeda Motor Honda Merek Scoopy Pada CV. Trio Motor Tanjung. JAPB, 3(2), 1383–1398. Retrieved from https://www.jurnal.stiatabalong.ac.id/index.php/JAPB/article/view/360
Korompis, J. G., & Tumbuan, W. J. F. (2022). the Influence of Brand ambasador and Brand Image on E-Commerce Purchase Decision At Tokopedia Marketplace (Study on Millennial and Generation Z in Manado). J. Tumewu 903 Jurnal EMBA, 10(4), 903–911.
Liu, Q., Zhang, X., Huang, S., Zhang, L., & Zhao, Y. (2020). Exploring Consumers’ Buying Behavior in a Large Online Promotion Activity: The Role of Psychological Distance and Involvement. Journal of Theoretical and Applied Electronic Commerce Research, 15(1), 66–80. https://doi.org/10.4067/S0718-18762020000100106.
Mauludi AC, A., Haryanti, N., & Putri, I. N. K. . (2023). The Influence of Brand ambasadors and Promotions on Purchase Decisions Through Brand Image as an Intervening Variable in Tokopedia E-Marketplace in East Java. International Journal of Social Science and Business, 7(3), 713–724. https://doi.org/10.23887/ijssb.v7i3.58889.
Rehmet, J., & Dinnie, K. (2013). Citizen brand ambasadors: Motivations and perceived effects. Journal of Destination Marketing & Management, 2(1), 31–38. https://doi.org/10.1016/j.jdmm.2013.02.001.
Rossiter, J. R., & Percy, L. (2015). Strategi dalam Periklanan. In J. R. Rossiter, & L. Percy. Jakarta: Gramedia.
Sagia, A., & Situmorang, S. H. (2018). Pengaruh Brand ambasador, Brand Personality Dan Korean Wave Terhadap Keputusan Pembelian Produk Nature Republic Aloe Vera. Jurnal Manajemen Dan Bisnis Indonesia, 5(2), 286–298. https://doi.org/10.31843/jmbi.v5i2.168.
Scheidt, S., Gelhard, C., Strotzer, J., & Henseler, J. (2018). In for a penny, in for a pound? Exploring mutual endorsement effects between celebrity CEOs and corporate brands. Journal of Product & Brand Management, 27(2), 203–220. https://doi.org/10.1108/JPBM-07-2016-1265.
Sugiyono (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alphabeta.
Yudhistira, V., & Patrikha, F. (2021). PENGARUH PROMOSI PENJUALAN DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN DENGAN VARIABEL KEPERCAYAAN SEBAGAI MEDIATOR (Studi Pada Produk Fashion Online Di Surabaya). Jurnal Pendidikan Tata Niaga (JPTN), 9(2), 1237-1243. https://doi.org/10.26740/jptn.v9n2.p1237-1243
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2024-08-23
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