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Pengaruh Atribut Brand Ambassador Syahrini Terhadap Keputusan Pembelian Tora Bika Kopi Susu (studi kasus pada santri pesantren Mahasiswa Al Hikam malang)

Jurnal Ilmiah Riset Manajemen

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Title Pengaruh Atribut Brand Ambassador Syahrini Terhadap Keputusan Pembelian Tora Bika Kopi Susu (studi kasus pada santri pesantren Mahasiswa Al Hikam malang)
 
Creator Habibi, Muhamad Yusuf Fikri
Rachma, N.
ABS, M. Khoirul
 
Description Abstract This study aims to determine the effect and analyze the effect of visibility, credibility, attraction, power and purchasing decisions simultaneously and partially on the purchase decision of Tora Bika Kopi Susu. The population in this study was in the santri pesantren of Al Hikam Malang students. The sample used in this study was 93 respondents. The sampling technique to determine the sample to be used in this study uses non probability sampling, namely purposive sampling. Purposive sampling is a limiting method of sampling a person's special characteristics which provides information that is more focused and in accordance with what the researcher wants. Analysis was carried out using questionnaires. The results of this study indicate Visibility / X1 (006), Credibility / X2 (001), Attraction / X3 (000), Power / X4 (000) show partially the results (t test) have a significant effect on purchasing decisions. While simultaneous results (f test) on the table obtained F in the count of 36,653 and a probability of 0,000. Because sig F count <5% (0,000 <0,05), shows simultaneously significant effect on purchasing decisions. Keywords: Visibility, Credibility, Attraction, Power and purchasing decisions
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2021-02-27
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/10352
 
Source Jurnal Ilmiah Riset Manajemen; eJrm Vol. 10 No. 06 Februari 2021
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/10352/8257
 
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