The Influence of Brand Ambassadors, Promotions, Product Quality, Brand Image on Purchasing Decisions
Keywords:
Brand Ambassador, Product Quality, Brand Image, Purchase DecisionAbstract
This research was conducted at the Nature Republic Mall Citraland Store, Semarang City, aiming to determine and analyze the influence of Brand Ambassadors, Promotions, Product Quality, Brand Image on Purchasing Decisions among Nature Republic Mall Citraland Consumers, Semarang City. The population in this study were consumers who purchased Nature Republic Mall Citraland Products, Semarang City. The sample in this study was 100 respondents. The analytical method used is Quantitative which includes: Validity and Reliability Test, Ordinal Logistic Regression model, Parameter Significance Test via Partial Test, Simultaneous Test, Model Suitability Test, and Model Determination Paramentary Significance Testing using the Partial Test shows that the Brand Ambassador Variable (X1) has a Positive and Significant Influence with a significance value of 0.002, the Promotion Variable (X2) has a Positive and Significant Influence with a Significance value of 0.000, The Product Quality Variable has no Influence and is Not Significant with the value The significance is 0.731, and the Brand Image variable has no influence and is not significant with a significance value of 0.262. Then, through the Simultaneous Test, it can be seen that the Brand Ambassador, Promotion, Product Quality, Brand Image variables simultaneously have a positive influence on purchasing decisions. This is proven by the -2 Log Likehood value from Intercept Only to Final, namely 502,908 to 339,8722 with a significance value at P of 0.000
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