PENGARUH PERLUASAN MEREK DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE ASUS

Cornelius, Deni (2018) PENGARUH PERLUASAN MEREK DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE ASUS. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to determine the effect of brand extension and brand ambassador on ASUS smartphone purchase decision. The population in this study is the entire community of Palembang city using ASUS smartphone. The sample used is 100 respondents by using sampling technique that is purposive sampling. The test is done by using SPSS 20 program. In this research, the validity test, reliability test, test of normality, multicollinearity test, heteroscedasticity test and multiple regression analysis and F and t test and coefficient of determination (R²) were tested. The results of this study indicate that brand extension and brand ambassador have a positive and significant influence on ASUS smartphone purchase decision. Keywords: brand extension, brand ambassador, purchase decision.

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