Influence of Brand Ambassador, Price, and Product Quality to Purchase Decision: Survey of Somethinc Consumers in Sleman Regency Area

Abstract

This study aims to determine the influence of brand ambassador, price, product quality on consumers Somethinc Purchasing Decisions in the Sleman Regency Area. The data taken in this study used a  quantitative approach using a survey method using a questionnaire distributed via Google Forms as a data collection instrument, with a total of 110 respondents. The population in this research is Somethinc consumers in the Sleman Regency Area, using primary data with a purposive sampling method. The criteria for respondents in this study were that they are at least 18 years old, respondents are consumers residing in the Sleman Regency Area, respondents who have made a purchase of Somethinc product in the Sleman Regency Area, respondents who have purchased Somethinc products at least once, and respondents who recognize NCT Dream as the brand ambassador of Somethinc products. The data analysis technique used is multiple linear regression. The research result show that 1) Brand Ambassador has significant influence on the purchasing decisions, 2) Price has significant influence on the purchasing  decisions, 3) Product Quality has significant influence on the purchasing decisions, 4) Brand Ambassador, Price, and Product Quality together have significant effect on purchasing decisions.