PENGARUH CITRA MEREK, KUALITAS PRODUK DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PRODUK EIGER (PADA MAHASISWA STIESIA SURABAYA)

Abstract

This research aimed to analyze the effect of brand image, product quality and brand ambassadors on buying decision of EIGER product at STIESIA student. The research was descriptive with quantitave approach. While the population was STIESIA students, Moreover, the data collection technique used purposive sampling, in which the sample was based on criteria given. According to data collection technique, there were 100 respondents of Management and Accounting STIESIA students who bought EIGER product. Furthermore, the instument used questionnaires. In addition, the data analysis technique used multiple linear analysis with SPSS (Statistical Product and Service Solution), validity and reliability test. The research result concluded brand image had postive and significant effect on buying decision of EIGER product at STIESIA students. Likewise, product quality had positive and significant effect on buying decision of EIGER products at STIESIA students. Similar to brand image and product quality, brand ambassador had positive and significant effect on buying decision of EIGER products at STIESIA student.
Keywords: brand image, product quality, brand ambassador, buying decision