PENGARUH BRAND AMBASSADOR DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI CITRA MEREK (STUDI KASUS PRODUK TOS TOS TORTILLA CHIPS)

Abstract

This research aimed to find out and analyze the effect of brand ambassadors and price on the purchasing decision mediated by brand image. Furthermore, the population was customers in East Java Province who had purchased Tos Tos Tortilla chips. The research was quantitative. The data collection technique used a non-probability sampling, with purposive sampling as the sampling technique, in which the sample was based on the determined criteria. In line with that, there were 97 respondents as the sample. Moreover, the instrument in the data collection technique was a questionnaire. The questionnaires were distributed to the respondent, through Google form. Additionally, the research data analysis technique used the PLS method (Partial Least Square) with SmartPLS 3.0 version.The result showed that: (1) brand ambassador had an insignificant effect on the brand image; (2) price had a significant effect on the brand image; (3) brand ambassador had a significant effect on the purchasing decision; (4) price had insignificant effect on the purchasing decision; (5) brand image had a significant effect on the purchasing decision; (6) Brand image does not mediate the influence of brand ambassadors on purchasing decisions; (7) brand image mediates the influence of price on purchasing decisions.