PENGARUH KUALITAS PRODUK, BRAND AMBASSADOR, KREATIVITAS IKLAN, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research aimed to know the influence of the product quality, brand ambassador, advertisement creativity, and word of mouth to the purchase decision for college students in Surabaya. The population used in this research is among students or college students in Surabaya who are using Yamaha Mio or who had use Yamaha Mio. This type of research is an associative research with data that been used is primary data while sampling technique using purposive sampling with the number of samples obtained as much as 83 respondents. The analysis technique that been used in this research is multiple linier regression with using SPSS 18 (Statistical Product and Service Solutions) application tool. The test results show that product quality, ad creativity, and word of mouth have a positive and significant influence on purchasing decision. While the brand ambassador has no significant influence on purchasing decisions. This shows that all hypothesis in this research is accepted while hypothesis brand ambassador not accepted.
Key words: quality of products, brand ambassador, advertisement creativity, and word of mouth, purchase decision.