PERAN MEDIASI MINAT BELI PADA PENGARUH BRANDAMBASSADOR DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN

Authors

  • Liza Kharisma Alumni Fakultas Ekonomi, Universitas Negeri Medan, Medan
  • Saidun Hutasuhut Fakultas Ekonomi Universitas Negeri Medan, Medan

DOI:

https://doi.org/10.24114/niaga.v8i3.15579

Abstract

Penelitian ini bertujuan untuk mengetahui peran mediasi minat beli pada pengaruh brand ambassador dan kualitas produk terhadap keputusan pembelian  pelanggan Medan Napoleon. Jumlah populasi dalam penelitian ini adalah seluruh konsumen Medan Napoleon. Responden sebanyak 105 orang responden. Teknik pengumpulan data digunakan kuesioner. Data dianalisis dengan menggunakan  analisis jalur (path analysis) dan hipotesis dengan uji œt. Hasil penelitian menunjukkan bahwa (1) Terdapat pengaruh positif dan signifikan brand ambassadorterhadap minat beli. (2) Terdapat pengaruh positif dan signifikan kualitas produk terhadap minat beli. (3) terdapat pengaruh positif dan signifikan brand ambassadorterhadap keputusan pembelian. (4) kualitas produk tidak berpengaruh terhadap keputusan pembelian. (5) Terdapat pengaruh yang positif dan signifikan minat beli terhadap keputusan pembelian. (6) Terdapat peran mediasi minat beli pada pengaruh brand ambassador terhadap keputusan pembelian. (7) Terdapat peran mediasi minat beli pada pengaruh kualitas produk terhadap keputusan pembelian. Perusahaan dapat meningkatkan omzet penjualan melalui penggunaan brand ambassadorn dan menjaga kualitas produk agar minat beli konsumen meningkat dan melakukan keputusan pembelian. Kata Kunci: Brand Ambassador, Kualitas Produk, Minat Beli, dan Keputusan Pembelian

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Published

2019-11-30

Issue

Vol. 8 No. 3 (2019): NIAGAWAN VOL 8 NO 3 NOVEMBER 2019

Section

Articles

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