The Influence of Brand Image, Brand Ambassador, Word Of Mouth and Testimony in Social Media on Purchase Decisions of Sulthanah Hijab in Tegal City
Journal Title: Dialektika : Jurnal Ekonomi dan Ilmu Sosial - Year 2021, Vol 6, Issue 1
Abstract
This study aims to determine the effect of Brand Image, Brand Ambassador, Word of Mouth and Testimony in Social Media on Purchasing Decisions (case study on Hijab Sulthanah in Tegal City) either partially or simultaneously. This type of associative research with a quantitative approach. The sample selection used incidental sampling, totaling 100 respondents. The data analysis technique used is Multiple Linear Regression Analysis and Significance Test (classical assumption test, t test, F test, and determination coefficient test). The results of this study indicate that simultaneously the influence of Brand Image, Brand Ambassador, Word Of Mouth and Testimony in Social Media on Purchasing Decisions (case study on Hijab Sulthanah in Tegal City). Meanwhile, brand image partially affects purchasing decisions, brand ambassadors have no effect on purchasing decisions, word of mouth affects purchase decisions, and testimony in social media has no effect on purchasing decisions.
Authors and Affiliations
Agnes Dwita Susilawati, Ahmad Hanfan, Fetalia Haryanti Anugrah
Keywords
Related Articles
- EP ID EP711197
- DOI https://doi.org/10.36636/dialektika.v6i1.470
- Views 34
- Downloads 0
Analysis Supply Chain Management (SCM) Planning of Juice Production by UKM Larasati
Supply chain management is a concept that discusses the flow of good, cash, and information on an ongoing basis to help the process of business development. One of the business sectors that support the regional economy i...
The Role of Capital Structure Policy on Profitability in Property and Real Estate Companies
Property and real estate sector companies are showing increasing optimism. This is driven by the increasing public demand for private housing. A market that continues to grow is a good prospect for property and real esta...
The Influence of Brand Image, Brand Ambassador, Word Of Mouth and Testimony in Social Media on Purchase Decisions of Sulthanah Hijab in Tegal City
This study aims to determine the effect of Brand Image, Brand Ambassador, Word of Mouth and Testimony in Social Media on Purchasing Decisions (case study on Hijab Sulthanah in Tegal City) either partially or simultaneous...
The Effect of Service Quality, Competence and Promotion on the Image of the Master of Management Program in Malang
This study aims to analyze the effect of service quality, competence, and promotion on the image of the Magister of Management Study program in Malang. The method used is quantitive research using a questionnaire researc...
Sustainable Economic Development as Indonesia's National Interest in the G-20 Presidency
The Group of Twenty (G20) is an international economic forum that focuses on solving challenges to global economic growth, including issues of trade, investment, finance, infrastructure, employment, corruption eradicatio...