Pengaruh Brand Ambassador, Brand Image, dan Harga terhadap Keputusan Pembelian Ulang Produk Le Minerale pada Mahasiswa Aktif Fakultas Ekonomi dan Bisnis Universitas Jambi Tahun 2024/2025
DOI:
https://doi.org/10.71417/j-sime.v2i3.1682Keywords:
Brand Ambassador, Brand Image, Harga, Keputusan Pembelian UlangAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador, Brand Image, dan harga terhadap keputusan pembelian ulang produk Le Minerale pada mahasiswa aktif Fakultas Ekonomi dan Bisnis Universitas Jambi tahun 2024/2025. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang dipilih menggunakan teknik purposive sampling, dengan data primer yang diperoleh dari pengisian kuesioner melalui Google Forms. Data dianalisis menggunakan regresi linier berganda dengan bantuan software Microsoft Excel dan SPSS versi 26. Hasil penelitian menunjukkan bahwa secara parsial dan simultan brand ambassador, Brand Image, dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian ulang, dengan Brand Image sebagai variabel yang paling berpengaruh.
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