Pengaruh Brand Ambassador, Brand Image dan Brand Awareness terhadap Purchase Decision
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Abstract
Duta merek adalah alat yang digunakan oleh perusahaan untuk menyalurkan informasi dan mengomunikasikan tentang produk. Citra merek adalah sebuah gambaran atau proyeksi konsumen tentang merek. Kesadaran merek adalah seberapa paham atau pengetahuan tentang suatu produk. Keputusan pembelian adalah tindakan untuk memilih dan mengambil keputusan untuk membeli suatu merek. Penelitian ini bertujuan untuk mempelajari pengaruh dari duta merek, citra merek dan kesadaran merek terhadap keputusan pembelian Under Armour di Jakarta. Populasi dalam penelitian ini adalah para pembeli produk Under Armour. Teknik pemilihan sampel yang akan digunakan pada penelitian ini adalah non-probability sampling. Data yang telah diperoleh dengan menggunakan kuesioner melalui googleform. Hasil dalam penelitian ini menunjukkan bahwa duta merek dan kesadaran merek memiliki pengaruh positif dan signifikan terhadap keputusan pembelian sedangkan citra merek memiliki pengaruh positif tetapi tidak signifikan terhadap keputusan pembelian.
Brand ambassadors are tools used by companies to channel information and communicate about products. Brand image is a picture or projection of consumers about the brand. Brand awareness is how much you understand or know about a product. Purchasing decisions are actions to choose and make decisions to buy a brand. This study aims to study the influence of brand ambassadors, brand image and brand awareness on Under Armor purchasing decisions in Jakarta. The population in this study are the buyers of Under Armor products. The sampling technique used in this research is non-probability sampling. The data has been obtained by using a questionnaire via googleform. The results in this study indicate that brand ambassadors and brand awareness have a positive and significant influence on purchasing decisions while brand image has a positive but not significant effect on purchasing decisions.
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