Yusuf, Sultan Maulana (2023) Pengaruh Citra Merek dan Brand Ambassador Terhadap Keputusan Pembelian Mie Sedaap Korean Spicy Chicken. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The modern era pushes everything to be as instant as it is The most popular instant food today is instant noodles. Instant noodles are very popular because it is easy to serve and many flavors are available. Therefore That's the competition faced by companies in the instant noodle industry strict. So the company must have the right marketing strategy for attract consumers in making purchasing decisions, especially mie sedaap korean spicy chicken. This study aims to determine the effect of brand image and brand ambassador on the purchasing decision on Mie Sedaap Korean Spicy Chicken. The research method used is a quantitative research method sampling technique using non-probability sampling method and purposive sampling technique. The population and sample in this study are East Java "Veteran" UPN students who have bought and consumed Mie Sedaap Korean Spicy Chicken with a total of 96 respondent. This study uses the Smart-PLS test tool. The results of the study show that brand image has an effect on Purchasing Decision, Brand Ambassador influences the Decision Purchase. Simultaneously Brand Image and Influential Brand Ambassador Against Purchasing Decisions
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||||||
| Depositing User: | Sultan Maulana Yusuf | ||||||||||||
| Date Deposited: | 21 Aug 2023 01:37 | ||||||||||||
| Last Modified: | 21 Aug 2023 01:37 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/16830 |
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