PENGARUH BRAND AMBASSADOR, PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE VIVO V5 PLUS DI PLASA MARINA

Abstract

This research is aimed to find out the influence of brand ambassador, promotion, and price to the purchasing decision of Vivo V5 smartphone at Plaza Marina Surabaya. The population of this research is all customers of Vivo V5 Plus at Plaza Marina Surabaya. The sample collection technique has been done by using accidental sampling and the amount of samples are 100 respondents. The data analysis technique has been carried out by using multiple linear regressions method. The result of the research shows that brand ambassador variable gives positive and significant influence to the purchasing decision with its coefficient regression is 0.394 and its significance level is 0.000. The promotion variable gives positive and significant influence to the purchasing decision with its coefficient regression is 0.626 and its significance level is 0.000. Meanwhile, the price variable gives significant but negative influence to the purchasing decision. Simultaneously the variables of brand ambassador, promotion, and price give significant influence to the purchasing decision with its significance level is 0.000.

Keywords: Brand ambassador, price, promotion, and purchasing decision.