PENGARUH PRICE, BRAND EQUITY, BRAND AMBASSADOR, POSITIONING DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK GREEN LIGHT

Abstract

ABSTRACT

 

This research was conducted with the aim to determine the effect of price, brand equity, brand ambassador, positioning and word of mouth on the buying decision green light products. by using a sample store of three secondt consumers in the city of Malang in March - May 2019 as many as 75 consumers. Data collection in this study is to do a questionnaire distribution to respondents and use the analytical method as follows: test validity, reliability, normality, multiple linear regression, heteroscedasticity test, autocorrelation, multicollinearity test, simultaneous significant test, and coefficient of determination (R2). From the results of this study the results of simultaneous price quality, brand equity, brand ambassador, positioning and word of mouth (WOM) have a significant effect on purchasing decision variables, and partially there is a significant influence between independent variables consisting of price, brand equity, brand ambassador, positioning and word of mouth (WOM) on the dependent variable or purchase decision variable.

 

Keywords: Price, Brand Equity, Brand Ambassador, Positioning, Word of Mouth, and  Buying Decision