PENGARUH BRAND IMAGE, HARGA, VARIASI PRODUK, DAN BRAND AMBASSADOR GISELLA ANASTASIA TERHADAP KEPUTUSAN PEMBELIAN PRODUK MADAME GIE

  • Dhias Pramudita Kusuma Wardani Institut Agama Islam Negeri Kudus
  • Eni Kusrini Institut Agama Islam Negeri Kudus, Jl. Conge Ngembalrejo, Ngembal Rejo, Kecamatan Bae, Kabupaten Kudus, Bae, Kudus, 59322, Jawa Tengah, Indonesia
DOI: https://doi.org/10.58222/jurekma.v1i1.143
Keywords: brand image, price, product variety, brand ambassador, purchase decision

Abstract

This study aims to determine the effect of brand image, price, product variety, brand ambassador Gisella Anastasia on purchasing decisions for Madame Gie products. This study uses a quantitative approach. The data analysis technique uses multiple linear regression using SPSS version 16. The population of this study is Madame Gie's customers. The research sample involved 110 Madame Gie customer respondents in the Kudus Regency area. With data collection techniques using a questionnaire / questionnaire. With the result that brand image and price show that there is a significant and positive influence on purchasing decisions. Meanwhile, product variations and brand ambassadors did not have a significant and positive effect on purchasing decisions for Madame Gie's products.

Published
2023-06-29
How to Cite
Pramudita Kusuma Wardani, D., & Eni Kusrini. (2023). PENGARUH BRAND IMAGE, HARGA, VARIASI PRODUK, DAN BRAND AMBASSADOR GISELLA ANASTASIA TERHADAP KEPUTUSAN PEMBELIAN PRODUK MADAME GIE . JURNAL EKONOMI AKUNTANSI MANAJEMEN AGRIBISNIS, 1(1), 21-32. https://doi.org/10.58222/jurekma.v1i1.143
Issue
Vol 1 No 1 (2023): Januari-Juni 2023
Section
Articles