PENGARUH BRAND AMBASSADOR, SOCIAL ENDORSEMENT DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK ERIGO DIKALANGAN MAHASISWA DI MEDAN

Abstract

This study aims to determine the influence of brand ambassadors on purchasing decisions of Erigo products among Medan students. To find out and analyze the influence of social endorsements on purchasing decisions for ergo products among students at three universities in Medan. To determine and analyze product quality on product purchasing decisions. To determine and analyze the influence of brand ambassadors, social endorsements and product quality on purchasing decisions among students at three universities in Medan. The method in this study used a quantitative approach, the number of samples in this study was 100 respondents. Data collection techniques in this study using questionnaires or questionnaires distributed to consumers at three universities in Medan, data analysis using multiple linear regression and descriptive statistics. Data processing in this study uses the SPSS 25.0 For Windows application. Based on the research, it shows that brand ambassadors, social endorsements and product quality together or simultaneously affect product purchase decisions with asymp value. Sig (2-tailed) of 0.000.