PENGARUH BRAND AMBASSADOR DAN INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN PADA BRAND MANUVER SPORT APPAREL DI PULAU LOMBOK
THE INFLUENCE OF BRAND AMBASSADOR AND INFLUENCER ON PURCHASE DECISION OF MANEUVER SPORT APPAREL BRAND IN LOMBOK ISLAND
Keywords:
Brand Ambassador,, Influencer,, Purchasing DecisionsAbstract
This research aims to determine the influence of brand ambassadors and influencers on purchasing decisions for Maneuver sport apparel brand products. The population in this research is all consumers who have purchased products at Maneuver Sports Apparel with a sample size of 100 respondents. The research method used in the research is a quantitative approach. This research is associative type using classical assumption tests and multiple linear regression. The results of this research show that the brand ambassador variable has a positive and significant influence on purchasing decisions for maneuver sport apparel products with a calculated t value of 4.346 > 1.984 and a significance value of 0.000 < 0.05. And the influencer variable has a positive and significant effect on purchasing decisions for maneuver sport apparel products with a t count of 6.198 > 1.984 and a significance value of 0.000 < 0.05.
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