The Effect of Brand Ambassador, Brand Image, Product Quality, and Price on Purchase Intention

19 Pages Posted: 6 Jan 2020

See all articles by Osly Usman

Osly Usman

State University of Jakarta - Faculty of Economics

Yenni Aryani

State University of Jakarta, Faculty of Economics, Students

Date Written: December 31, 2019

Abstract

This study was conducted to determine the effect of brand ambassador, brand, product quality, and price to purchase intention. In this study, researchers recruited 200 respondents in the city. This research was conducted within two months from October to November. This research method used survey method with approach to causation. Data collection through literature and questionnaires. Data were analyzed using SmartPLS software version 3, PLS (Partial Least Square) with structural equation analysis (SEM). The results showed that the variables that have a major influence on the surchase intention is the price. Meanwhile, the variables that have a low impact on the purchase intention is the brand ambassador.



Keywords: Brand Ambassador, Brand Image, Product Quality, Price, Purchase Intention

Suggested Citation

Usman, Osly and Aryani, Yenni, The Effect of Brand Ambassador, Brand Image, Product Quality, and Price on Purchase Intention (December 31, 2019). Available at SSRN: https://ssrn.com/abstract=3511672 or http://dx.doi.org/10.2139/ssrn.3511672

Osly Usman (Contact Author)

State University of Jakarta - Faculty of Economics ( email )

Jakarta, ID Jakarta
Indonesia

Yenni Aryani

State University of Jakarta, Faculty of Economics, Students ( email )

Jakarta Timur, Jakarta
Indonesia

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
205
Abstract Views
421
rank
159,201
PlumX Metrics