ANALISIS EVALUASI BRAND AMBASSADOR MENGGUNAKAN MODEL VISCAP DAN PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN PRODUK ELZATTA

This research aims to determine the results of brand ambassador evaluation and
examine the effect of brand ambassador evaluation using the VisCAP model
(visibility, credibility, attraction and power) on the purchase decision of Elzatta
products. This is a quantitative research using primary data obtained from
questionnaire distribution. The population of this research were Elzatta consumers
in Yogyakarta. The number of samples in this study were 100 respondents who
were successfully collected in the questionnaire data and analyzed using the
SmartPLS version 3.0 application. The results show: (1) the evaluation of Elzatta
brand ambassador has been in accordance with the brand ambassador indicators,
(2) the variables of visibility, credibility, attraction, and power have a positive and
significant effect on the purchase decision of Elzatta products in Yogyakarta.
Moreover, the results of F-test (simultant test) show that visibility, credibility,
attraction, and power simultaneously have a positive and significant effect on the
purchase decision of Elzatta products in Yogyakarta. Furthermore, the variable of
credibility becomes the most dominant variable in affecting the purchase decision
of Elzatta products with the highest original sample estimate value of 0.612. The
adjusted R-squared value in this research is 0.341 meaning that 34.1% of the
purchase decision is influenced by the variables of visibility, credibility, attraction,
and power, while the remaining 65.9% is explained by other variables not examined
in this research.