Pengaruh Brand Ambassador, Brand Awareness, dan Iklan Terhadap Keputusan Pembelian Keju Prochiz Gold Series di Jakarta Selatan

Anistya Palupi; Resti Hardini

doi:10.55047/transekonomika.v5i2.911

Anistya Palupi* Fakultas Ekonomi dan Bisnis, Program Studi Manajemen, Universitas Nasional, Jakarta, Indonesia
Resti Hardini Fakultas Ekonomi dan Bisnis, Program Studi Manajemen, Universitas Nasional, Jakarta, Indonesia

DOI: https://doi.org/10.55047/transekonomika.v5i2.911

Keywords: Brand Ambassador, Brand Awareness, Advertising, Purchasing Decision

Abstract

This study aims to analyze the impact of Brand Ambassadors, Brand Awareness, and Advertising on the Purchase Decision of Prochiz Gold Series Cheese in the South Jakarta area. A total of 97 respondents were calculated as a sample using the Lemeshow formula. Non-probability sampling method was used to determine the sample, with purposive sampling technique. Research respondents were selected based on the criteria of those who have purchased and used Prochiz Gold Series Cheese, and have an address in South Jakarta. From the analysis, the multiple linear regression model found was Purchase Decision = KP = 0.142BAM + 0.532BAW + 0.312I. This study concludes that separately, Brand Ambassadors have a positive and significant influence on purchasing decisions for Prochiz Gold Series Cheese, because the T-value is greater than the T-table (2.015> 1.98552). Similarly, Brand Awareness also has a positive and significant influence on purchasing decisions for Prochiz Gold Series Cheese, with a T-value greater than the T-table (6.825 > 1.98552). In addition, advertising also has a positive and significant influence on purchasing decisions for Prochiz Gold Series Cheese, as the T-value is greater than the T-table (4.071 > 1.98552).

Downloads

Download data is not yet available.

References

Afriati, N. E. (2019). Pengaruh Persepsi Harga, Kualitas Produk, Dan Promosi Terhadap Minat Pembelian Ulang Produk Keju Prochiz (Studi Kasus Pada PT. Mulia Boga Raya). Fakultas Ekonomi dan Bisnis.

Ahmad, R. F., & Azizah, N. (2021). Peran Sikap Pada Iklan dalam Memediasi Pengaruh Brand Ambassador Terhadap Minat Beli Produk Mie Sedaap Goreng Korean Spicy Chicken. Jurnal Syntax Admiration, 2(2), 300–315.

Ariyanto, A., Bangun, R., Indillah, M. R. M., Trenggana, A. F. M., Sholihah, D. R., Ariyanti, M., & Widiati, E. (2023). Manajemen Pemasaran (U. Saripudin (ed.)). Widina Media Utama.

Aurilia, N. N., & Supriyono. (2024). Pengaruh Brand Ambassador Dan Iklan Terhadap KeputusanPembelian Pada Aplikasi Blibli Di Kota Surabaya. Musytari, 6(11), 1–9.

Budiman, R., & Erdiansyah, R. (2021). Pengaruh Celebrity Endorser, Kualitas Pesan Iklan, Kreativitas Iklan terhadap Efektivitas Iklan Gojek Cerdikiawan. Prologia, 5(1), 88–93.

Budiono, A., & Yuliana, A. (2021). Pengaruh Kualitas Produk, Persepsi Harga Dan Promosi Terhadap Keputusan Pembelian Di Pizza Hut Delivery Arundina Cibubur. Majalah Ilmiah Panorama Nusantara, 16(2), 16–27.

Chaerillya, Hardini, R., & Digdowiseiso, K. (2023). The Influence of Brand Image, Brand Awareness, and Labeling Halal Against the Decision to Purchase Sarimi Instant Noodle Products at Alfamidi Jeruk Raya, South Jakarta. Jurnal Syntax Admiration, 4(1), 394–407.

Clarissa, C., & Bernarto, I. (2022). The Influence of Brand Ambassador, Brand Awareness, Brand Image and Prices on Purchase Decisions on Online Marketplace. Business and Entrepreneurial Review, 22(2), 273–288.

Dewi, L. G. P. S., Edyanto, N., & Siagian, H. (2020). The Effect of Brand Ambassador, Brand Image, and Brand Awareness on Purchase Decision of Pantene Shampoo in Surabaya, Indonesia. SHS Web of Conferences, 76, 1–0.

Fairliantina, E., & Paniroi, J. (2022). Pengaruh kualitas produk, persepsi harga dan promosi terhadap keputusan pembelian di denny’s restoran Senayan City. Fair Value : Jurnal Ilmiah Akuntansi Dan Keuangan, 4(9), 3923–3932.

Firmansyah, A. (2019). Pemasaran Produk dan Merek (Planning & Strategy) (Q. Media (ed.)). CV. Penerbit Qiara Media.

Helena, M., & Natalia, E. C. (2021). Pengaruh Efektivitas Iklan Youtube terhadap Brand Image. Tuturlogi: Journal of Southeast Asian Communication, 2(2), 123–140.

Kim, J. (2021). Advertising in the Metaverse: Research Agenda. Journal of Interactive Advertising, 21(3), 141–144.

Kotler, P., Armstrong, G., & Marc Oliver. (2018). Principles of Marketing. Pearson Education Limited. https://doi.org/10.1093/oseo/instance.00295839

Kotler, P., & Keller, K. L. (2012). Manajemen Pemasaran (13th ed.). Erlangga.

Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education Limited. https://doi.org/10.2307/1250781

Kotler, P., & Keller, K. L. (2021). Marketing Management (16th ed.). Pearson Education.

Mahendra, I. N. D. A., & Wijayanthi, N. P. A. P. (2024). Pengaruh Customer Relationship Marketing, Persepsi Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Keju Prochiz Pada Perusahaan Pt Sinar Mayuri Klungkung. Jurnal Manajemen Dan Bisnis Equilibrium, 10(1), 100–116.

Nurdiyanto, A. D., & Malik, D. L. (2019). Peran Efektivitas Iklan Dalam Memediasi Daya Tarik Iklan Dan Kredibilitas Celebrity Endorser Terhadap Keputusan Pembelian Sepeda Motor Sport Honda. Prima Ekonomika, 10(1), 21–36.

Nuryani, F. T., Nurkesuma, N., & Hadibrata, B. (2022). Korelasi Keputusan Pembelian: Kualitas Produk, Persepsi harga dan Promosi (Literature Review Manajemen Pemasaran). JESMI: Jurnal Ekonomi Manajemen Sistem Informasi, 3(4), 452–462.

Poespa, A. A. R., Cahyono, R., & Martah, V. (2020). Pengaruh Kualitas Produk, Persepsi Harga, Dan Promosi Terhadap Keputusan Pembelian Lotion Marina. Jurnal Fakultas Ekonomi Dan Bisnis UMAHA, 3(1), 212–223.

Punagi, M., & Fauzi, A. (2022). Analysis Of Factors Affecting Of Return On Assets Of Banking Companies Before And During Covid-19 Pandemic. Journal Of Management, Accounting, General Finance And International Economic Issues (MARGINAL), 2(1), 86–99. https://doi.org/https://doi.org/10.55047/marginal.v2i1.357

Ramadhani, A. N., & Masitoh, S. (2019). Pengaruh Daya Tarik Iklan, Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Produk Wardah. JIKOM: Jurnal Ilmiah Komunikasi, 11(3), 135–143.

Santoso, R., Erstiawan, M. S., & Kisworo, A. Y. (2020). Inovasi Produk, Kreatifitas Iklan Dan Brand Trust Mendorong Keputusan Pembelian. Jurnal Nusantara Aplikasi Manajemen Bisnis, 5(2), 133–145.

Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail and Distribution Management, 43(3), 276–292.

Septian, V. D. (2023). Pengaruh Pemilihan Brand Ambassador dan Brand Image Iklan Kopi Good Day Terhadap Keputusan Pembelian di Kota Semarang. Bahasa dan Ilmu Komunikasi.

Zulfikar, A. (2024). Pengaruh Return On Asset (ROA), Debt To Equty Ratio (DER), Total Asset Turnover (Tato) Dan Dividend Payout Ratio (DPR) Terhadap Harga Saham Pada Perusahaan Subsektor Makanan Dan Minuman Di Bursa Efek Indonesia Periode 2018-2022. Fakultas Ekonomi dan Bisnis.