Work

The Effect Of Brand Ambasador and Prices on The Purchase Decision Of Android Hand Phone Through Interest In Buying Consumers In Medan City

Year: 2021

Type: article

Abstract: The main purpose of this study is to determine the effect of brand ambassadors and prices on purchasing decisions for Android phones through consumer buying interest. The approach in this study is associative with the data analysis used is path analysis. The population and sample in this study were 147 respondents who were selected by accidental sampling. The results showed that (1) brand ambassadors had a positive and significant effect on buying interest, (2) price had a negative effect on buying interest, (3) brand ambassadors had a positive and significant effect on purchasing decisions, (4) price had a negative effect on purchasing decisions, (5) brand ambassador has a positive and significant effect on purchasing decisions through buying interest, (6) price has a negative effect on purchasing decisions through buying interest.

Source: International Journal Of Science Technology & Management

DOI: 10.46729/ijstm.v2i4.274

Authors: Indawati Lestari, Martin, Marihot Manullang, Ribka Sari Butar-Butar, Zulia Rifda Daulay

Institutions: Medan Area University, Universitas Pembinaan Masyarakat Indonesia Medan, Universitas Prima Indonesia

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W3187094635

FWCI: 3.217

Cites: 19

Cited by: 14

Related to: 10