PENGARUH KUALITAS PERSEPSIAN, DAYA TARIK PROMOSI, BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING

This study aims to analyze the influence of perceived quality, promotional attractiveness, and brand ambassador on purchasing decisions with brand image as an intervening variable. The subjects of this study were Samsung smartphone users in the Special Region of Yogyakarta. In this study, a sample of 180 respondents were selected using the method of data collection through questionnaires and the sampling method was nonprobability sampling with purposive sampling technique. The analytical tool used in this research is Structural Equation Modeling (SEM). Based on the analysis that has been done, the results show that perceived quality, promotional attractiveness, and brand ambassadors have a positive and significant effect on brand image. Perceived quality, promotional attractiveness, and Brand Ambassador have a positive and significant effect on purchasing decisions. Brand image has a positive and significant effect on purchasing decisions. Perceived quality, promotional attractiveness, and brand ambassadors have a positive and significant effect on purchasing decisions mediated by brand image.
Keywords:Perception Quality, Promotion Attractiveness, Brand Ambassador, Brand Image, and Purchase Decision