Pengaruh Brand Ambassador “Raffi Ahmad” Dan Citra Merek Terhadap Minat Beli Brand Erigo (Survey Pada Mahasiswa Manajemen Angkatan 2018 Universitas Buana Perjuangan Karawang)

Azis Muslim; Uus Md Fadli; Laras Laras Khalida

doi:10.5281/zenodo.10521081

Azis Muslim Universitas Buana Perjuangan Karawang
Uus Md Fadli Universitas Buana Perjuangan Karawang
Laras Laras Khalida Universitas Buana Perjuangan Karawang

DOI: https://doi.org/10.5281/zenodo.10521081

Abstract

This study aims to explain the influence of the brand ambassador "Raffi Ahmad" and brand image on the intention to buy the Erigo brand either partially or simultaneously with a descriptive and quantitative approach. The number of samples is 106 respondents using purposive sampling technique. Furthermore, the data was analyzed by path analysis (path analysis). The results showed that the correlation between brand ambassador and brand image had a correlation value of 0.767 with a significance of 0.000. meaning that the brand ambassador "Raffi Ahmad" with brand image has a strong correlation. Partially, buying interest has a sig value (0.000) <(0.05) and tcount (5.621)> ttable (1.659) so it is Hodirejected. This means that the brand ambassador "Raffi Ahmad" partially has a significant effect on buying interest. Brand image on purchase intention has a sig value (0.000) <(0.05) and tcount (5.130) > ttable (1.659) so Ho is rejected. This means that brand image partially has a significant effect on purchase intention. Simultaneously the brand ambassador "Raffi Ahmad" and brand image on buying interest have a value of sig (0.000) <(0.05) and Fcount (124.032)>Ftable (3.08) then Ho is rejected. Thus it can be concluded that the brand ambassador "Raffi Ahmad" and brand image simultaneously influence purchase intention.

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