The Effect Of Brand Ambassador And Product Quality On Purchase Decision Through Brand Trust Of Mie Sedaap In Surabaya

Primananda, Bunga Ayu and Susanti, Christina Esti (2021) The Effect Of Brand Ambassador And Product Quality On Purchase Decision Through Brand Trust Of Mie Sedaap In Surabaya. The Effect Of Brand Ambassador And Product Quality On Purchase Decision Through Brand Trust Of Mie Sedaap In Surabaya, 8 (3). pp. 55-61. ISSN 2394-9333

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Abstract

The objective of this study is to analyze the effect of brand ambassador and product quality on purchase decision through brand trust of Mie Sedaap in Surabaya. Data collection tools used in this study were questionnaires. Questionnaires were distributed to consumer of Mie Sedaap as many as 150 respondents arranged based on predetermined variable. The data analysis technique used in this study is SEM (Structural Equation Model) using LISREL as a data processing aid. The results of this study indicate that brand ambassador and product quality have significant influence on purchase decision through brand trust of Mie Sedaap in Surabaya. The advice given in this study is choose the right brand ambassador which can increase sales and get the attention of consumers. Apart from that, improving the product quality, such as taste, packaging, adding new variants, and choose creative marketing methods.

Item Type:	Article
Uncontrolled Keywords:	Brand Ambassador, Product Quality, Brand Trust and Purchase Decision
Subjects:	Business > Financial Management
Divisions:	Journal Publication
Depositing User:	F.X. Hadi
Date Deposited:	26 Mar 2024 09:39
Last Modified:	26 Mar 2024 09:39
URI:	http://repository.ukwms.ac.id/id/eprint/39508

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