PENGARUH KUALITAS PRODUK, BRAND AMBASSADOR, BRAND IMAGE DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN ULTRA MILK X STRAY KIDS DI KOTA YOGYAKARTA

Abstract

This research aims to determine the influence of product quality, Brand Ambassador, brand image and brand awareness on purchasing decisions for Ultra Milk x Stray Kids milk products in Yogyakarta City. This research is quantitative research. The population in this study were all ultra milk x stray kids milk consumers in Yogyakarta City. The sample in this research was taken as many as 120 respondents. The type of data used is primary data using a data collection method, namely a questionnaire. The data analysis technique is multiple linear regression analysis. The results of this research show that product quality, brand awareness and brand awareness influence purchasing decisions, while brand image has no influence on purchasing decisions. and states that product quality, brand ambassador, brand image and brand awareness simultaneously influence purchasing decisions.