The Influence Of Brand Ambassador, Brand Image, And Price Perception On The Purchase Decision Of Ventela Shoes

Muhammad Imam Nur Yassin; Alimuddin Rizal Rivai; Euis Soliha

doi:10.35315/icms.v2i1.9436

Muhammad Imam Nur Yassin Universitas Stikubank Semarang
Alimuddin Rizal Rivai Universitas Stikubank
Euis Soliha Universitas Stikubank

DOI: https://doi.org/10.35315/icms.v2i1.9436

Keywords: brand ambassador, brand image, price perception, purchase decision

Abstract

Abstract. This study aims to determine the effect of brand ambassadors, brand image, and price perceptions on purchasing decisions for ventella shoes in the city of Semarang. . Research conducted in the city of Semarang is a type of quantitative research. The data source used was a questionnaire via Google form for 104 respondents using a purposive sampling methodology. Hypothesis testing uses multiple linear regression testing using a statistical-based data processor, namely SPSS 26. The population in this research is prospective consumers and consumers who wish to buy ventela shoe products. The results of this study indicate that brand ambassadors, brand image, and price perceptions have a positive and significant effect on purchasing decisions.