Pengaruh Brand Ambassador, Electronic Word Of Mouth (E-Wom), Dan Persepsi Harga Terhadap Minat Pembelian Sarimi Isi 2 Korean Spicy Chicken

Merita, Merita (2026) Pengaruh Brand Ambassador, Electronic Word Of Mouth (E-Wom), Dan Persepsi Harga Terhadap Minat Pembelian Sarimi Isi 2 Korean Spicy Chicken. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to examine the effect of Brand Ambassador, Electronic Word of Mouth (e-WOM), and Price Perception on Purchase Intention of Sarimi Isi 2 Korean Spicy Chicken. This research uses a quantitative approach. The data used are primary data obtained through an online questionnaire. The population of this study consists of consumers who are familiar with or have seen Sarimi Isi 2 Korean Spicy Chicken through social media and e-commerce platforms. The sampling technique used is purposive sampling, resulting in 100 respondents. Hypothesis testing was conducted using multiple linear regression analysis. The results indicate that Brand Ambassador and Price Perception have a positive and significant effect on Purchase Intention, while Electronic Word of Mouth (e-WOM) has no significant effect on Purchase Intention of Sarimi Isi 2 Korean Spicy Chicken Keywords: Brand Ambassador, Electronic Word of Mouth, Price Perception, Purchase Intention.

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