The Effect Of Brand Ambasador and Prices on The Purchase Decision Of Android Hand Phone Through Interest In Buying Consumers In Medan City

Indawati Lestari · Marihot Manullang · Ribka Sari Butar-Butar · Zulia Rifda Daulay

14 citations0/0 files storedInternational Journal Of Science Technology & Management

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

The main purpose of this study is to determine the effect of brand ambassadors and prices on purchasing decisions for Android phones through consumer buying interest. The approach in this study is associative with the data analysis used is path analysis. The population and sample in this study were 147 respondents who were selected by accidental sampling. The results showed that (1) brand ambassadors had a positive and significant effect on buying interest, (2) price had a negative effect on buying interest, (3) brand ambassadors had a positive and significant effect on purchasing decisions, (4) price had a negative effect on purchasing decisions, (5) brand ambassador has a positive and significant effect on purchasing decisions through buying interest, (6) price has a negative effect on purchasing decisions through buying interest.

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2017Understanding repurchase intention of Airbnb consumers: perceived authenticity, electronic word-of-mouth, and price sensitivity 2008Impact of Corporate Social Responsibility on Consumer Trust 2020Virtual wine tours and wine tasting: The influence of offline and online embodiment integration on wine purchase decisions 2020Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude 2008Factors influencing online auction repurchase intention 2018Does price sensitivity and price level influence store price image and repurchase intention in retail markets?2008From consumer satisfaction to repurchase intention: The role of price tolerance in a competitive service market 2020The Effects of Product Monetary Value, Product Evaluation Cost, and Customer Enjoyment on Customer Intention to Purchase and Reuse Vendors: Institutional Trust-Based Mechanisms

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