relation: https://eprints.untirta.ac.id/51402/
title: PENGARUH BRAND AMBASSADOR DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU UHT BRAND X (Survei Pada Pengikut Instagram Grup K-POP Seventeen)
creator: PURBA, ZORA THEODORA
subject: S Agriculture (General)
description: People are now increasingly interested in Korean culture (Hallyu), especially in KPOP music groups which have a strong influence on consumption behavior, including in product purchasing decisions. This is utilized by companies such as Indomilk who collaborate with the K-POP group Seventeen as brand ambassadors to increase the attractiveness of their UHT Milk products. This study aims to analyze the effect of brand ambassadors and product quality on purchasing decisions for Indomilk UHT Milk products both partially and simultaneously. The type of research used is quantitative descriptive research with sampling techniques using probability sampling techniques and a sample size of 100 respondents. The instrument used is a questionnaire with a Likert scale, and the data analysis technique uses multiple linear regression to test the hypothesis through partial t test and simultaneous f test. The t test results show that brand ambassador (X1) has a positive and significant effect with a t value of 2.643> t table 1.985 and product quality (X2) also has a significant positive effect with a t value of 6.111> t table 1.985. The f test results show that simultaneously brand ambassadors and product quality have a significant effect on purchasing decisions with a value of f count 39.572> f table 3.09.
date: 2025
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/51402/1/Zora_Theodora_Purba_4441210114_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/51402/2/Zora%20Theodora%20Purba_4441210114_01.pdf
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identifier: https://eprints.untirta.ac.id/51402/3/Zora%20Theodora%20Purba_4441210114_02.pdf
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identifier: https://eprints.untirta.ac.id/51402/4/Zora%20Theodora%20Purba_4441210114_03.pdf
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identifier: https://eprints.untirta.ac.id/51402/5/Zora%20Theodora%20Purba_4441210114_04.pdf
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identifier: https://eprints.untirta.ac.id/51402/6/Zora%20Theodora%20Purba_4441210114_05.pdf
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identifier: https://eprints.untirta.ac.id/51402/7/Zora%20Theodora%20Purba_4441210114_Ref.pdf
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identifier: https://eprints.untirta.ac.id/51402/8/Zora%20Theodora%20Purba_4441210114_Lamp.pdf
identifier:   PURBA, ZORA THEODORA  (2025) PENGARUH BRAND AMBASSADOR DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU UHT BRAND X (Survei Pada Pengikut Instagram Grup K-POP Seventeen).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.