PERAN BRAND AMBASSADOR, BRAND IMAGE, DAN HARGA TERHADAP MINAT BELI KONSUMEN (STUDI KASUS CO-BRANDING SAMSUNG X BTS)

Authors

  • Agnes Arum Kusuma Wardani Sekolah Tinggi Ilmu Ekonomi Surakarta, Indonesia
  • Budi Istiyanto Sekolah Tinggi Ilmu Ekonomi Surakarta, Indonesia

DOI:

https://doi.org/10.29040/jie.v6i1.4645

Abstract

The purpose of this study aims to determine whether Brand Ambassador, Brand Image and Price affect the purchase intention of Samsung products. The method used by the author is a quantitative method. The sample used in this study is a purposive sampling method with an unlimited population. Samsung and ARMY users (BTS fans) who are 15-50 years old and domiciled in Solo Raya are the criteria in this study. The data analysis technique used is validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, T test, R test and R2 test. Based on the data processing, it was found that the Brand Ambassador variable had a positive and insignificant effect on buying interest. And the Brand Image and Price variables have a positive and significant influence on buying interest.Suggestions from the results of this research, Samsung should consider more about the Brand Ambassador that you want to partner with to increase sales and be consistent in considering Samsung's brand image and price according to the quality and features available. Keyword : Brand Ambassador, Brand Image, and Price

References

Adani, M. R. (2020). Pengertian Internet, Sejarah, Perkembangan, Manfaat, dan Dampaknya. Sekawan Media. https://www.sekawanmedia.co.id/pengertian-internet/ Diakses pada 12 Oktober 2021

Alfarizi, Moh.Khory, Wuragil, Z. (2020). Pertama dalam 9 Tahun, Penjualan Ponsel Samsung Anjlok Tahun ini. Tempo. https://tekno.tempo.co/read/1418149/pertama-dalam-9-tahun-penjualan-ponsel-samsung-anjlok-tahun-ini Diakses pada 19 Oktober 2021

Bakti, U., Hairudin, & Alie, M. S. (2020). Pengaruh Kualitas Pelayanan, Produk dan Harga Terhadap Minat Beli Pada Toko Online Lazada di Bandar Lampung. Jurnal Ekonomi, 22(1), 101–118.

Gunawan, A. (2020). 7 Keunggulan HP Samsung dibandingkan Brand Lain, Salah Satunya One UI! IDN Times. https://www.idntimes.com/tech/gadget/arifgunawan/keunggulan-hp-samsung-dibandingkan-merek-lain/7 Diakses 3 November 2021

https://www.cnbcindonesia.com/tech/20200602174956-37-162552/penjualan-samsung-huawei-oppo-anjlok-xiaomi-malah-naik.Diakses pada 19 Oktober 2021

Japarianto, E., & Adelia, S. (2020). Pengaruh Tampilan Web Dan Harga Terhadap Minat Beli Dengan Kepercayaan Sebagai Intervening Variable Pada E-Commerce Shopee. Jurnal Manajemen Pemasaran, 14(1), 35–43.

Kotler, A. (2008). Prinsip-Prinsip Pemasaran Jilid I dan 2 Edisi 12. Jakarta: Erlangga.

Kotler, P. & K. K. (2009). Manajemen pemasaran jilid I, edisi Ketiga belas, Terjemahan Bab Sabran. Jakarta: Erlangga.

Respati, W. D. (2017). Pengaruh Brand Ambassador, Brand Image, dan Kualitas Produk Terhadap Minat Beli Produk Lipstik Wardah (Studi Kasus Pada Mahasiswi Fakultas Ekonomi Universitas Muhammadiyah Jember). Journal of Undergraduate Thesis, 1310411206, 1–7.

SSugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif R&D. Alfabeta. Bandung.

Surya, A. A. (2021). Pengaruh Brand Ambassador dan Brand Image terhadap Minat Beli Konsumen Sabun Lux di Surakarta.

Wahid. (2020, July). Kolaborasi Samsung-BTS : Seberapa Besar Pengaruh Brand Ambassador terhadap Penjualan? Marketing.Co.Id. https://marketing.co.id/kolaborasi-samsung-bts-seberapa-besar-pengaruh-brand-ambassador-terhadap-penjualan/

Wirayanthy Noverita, S. S. (2019). Pengaruh Harga, Citra Merek Dan Kualitas Terhadap Minat Beli Produk Private Label. Jurnal Riset Manajemen & Bisnis Dewantara, 2(1).

Downloads

Published

2022-02-28

How to Cite

Kusuma Wardani, A. A., & Istiyanto, B. (2022). PERAN BRAND AMBASSADOR, BRAND IMAGE, DAN HARGA TERHADAP MINAT BELI KONSUMEN (STUDI KASUS CO-BRANDING SAMSUNG X BTS). JURNAL ILMIAH EDUNOMIKA, 6(1), 551–557. https://doi.org/10.29040/jie.v6i1.4645

Citation Check