The Effect of Brand Ambassador, Brand Image, Product Quality, and Price on Purchase Decisions Samsung Smartphones

Abstract

The study aims to examine 1. Effect of Brand Ambassador of the Purchase Decision, 2. Effect of Brand Image on Purchase Decision, 3. Product Quality Impact on Purchase Decisions, 4. Influence of Price to Purchase Decision, 5. Effect of Brand Ambassador, Brand Image, Quality Products, and the price of the Samsung smartphone buying decision. The purpose of this study was to determine which variables are the most dominant influence on purchasing decisions Smartphone Samsung products to the public in Indonesia. Samples taken as many as 300 respondents, namely the consumers who use smartphone Samsung. Data were analyzed using SEM techniques, for the purpose of this study was to test the theory, analysis techniques that are based on SEM (Covariance based SEM), SEM approach that uses PLS tools, namely SmartPLS 3.0. The results showed that the variables that have a major influence on purchasing decisions is the Product Quality. Meanwhile, the variables that have a low impact on the purchase decision is the Brand Ambassador. Brand Ambassador has a negative coefficient indicates that not too influential in purchasing decisions.

Keywords: Brand Ambassador, Brand Image, Product Quality, Price and Purchase Decision