PENGARUH KUALITAS PERSEPSIAN DAN BRAND AMBASSADOR LIONEL MESSI TERHADAP CITRA MEREK DAN KEPUTUSAN PEMBELIAN SEPATU SEPAK BOLA ADIDAS

This study aims to examine the effect of perceived quality and brand ambassador on brand image and purchasing decisions. The object of this research is the product of Adidas soccer shoes, while the subject is consumers of Adidas soccer shoes in the Special Region of Yogyakarta. This research uses sampling with purposive sampling technique. The number of samples in this study were 161 respondents. The data is obtained through the distribution of Google Forms. Data analysis technique using SEM with Amos software version 22. From the results of testing the seven hypotheses that have been carried out, it can be concluded that perceived quality has a positive and significant effect on Brand Image, Brand ambassador "Lionel Messi" has a positive and significant effect on Brand Image, Brand Image has a positive and significant impact on Purchase Decisions, Perceived Quality positive and significant effect on purchasing decisions, brand ambassador "Lionel Messi" has positive and significant impact on purchasing decisions, perceived quality has a positive and significant impact on purchasing decisions mediated by brand image, brand am-bassador "Lionel Messi" has positive and significant influence on Purchase Decisions mediated by Brand Image