Pengaruh Word Of Mouth, Brand Image Dan Atribut Brand Ambassador Fiersa Besari Terhadap Keputusan Pembelian Produk Eiger Di Malang (Studi Pada Mahasiswa Manajemen Unisma 2018)

Abstract

Abstract

 

This study aims to find out how and to what extent the influence of word of mouth, brand image and brand ambassador attributes of Fiersa Besari on purchasing decisions for Eiger products in Malang, a study on FEB Unisma students with a population of 2018 management students. By taking a sample using purposive sampling. data obtained as many as 75 respondents. Conducted by testing using IBM SPSS version 21. With simultaneous results, Word of Mouth, Brand Image and Brand Ambassador Attributes have a positive and significant effect on purchasing decisions for Eiger products on Eiger consumers in Malang. While partially Word of Mouth has a positive and significant effect on purchasing decisions for Eiger products on Eiger consumers in Malang, Brand Image has a positive and significant impact on purchasing decisions for Eiger products on Eiger consumers in Malang, and Brand Ambassador attributes have a positive and significant impact on product purchasing decisions. Eiger on Eiger consumers in Malang.

 

Keywords: Word Of Mouth, Brand Image, Brand Ambassador Attributes, Purchase Decision.