The Influence of Brand Ambassador on Customer Satisfaction Through Purchase Decisions in the Brand Es Teh Indonesia in East Surabaya

Putriana, Vincentia Ine and Inggawati, V. Ratna (2023) The Influence of Brand Ambassador on Customer Satisfaction Through Purchase Decisions in the Brand Es Teh Indonesia in East Surabaya. In: Proceeding Medan International Conference on Economic and Business 2023. MICEB, 1 . Departement Faculty of Economics and Business, Universitas Muhammadiyah Sumatera Utara (UMSU), Medan, pp. 1670-1682. ISBN 2985-7910

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Abstract

This research is a quantitative research with data collection techniques carried out by direct distribution of questionnaires. This study uses the Multivariate Statistical Method with the WarpPLS 7.0 application. The sample in this study were customers who had purchased Indonesian iced tea products in East Surabaya with a minimum age of 17 years and over and 50 respondents distributed questionnaires. This research data will be processed using the WarpPLS 7.0 application. The results of data analysis showed that all items, each statement item for each variable in the questionnaire, were declared valid and reliable. The results of the analysis of the fit and quality indices models are stated to be good according to the criteria. then to test the hypothesis that all hypotheses are stated to have a significant effect because the p-value <0.001.

Item Type:	Book Section
Uncontrolled Keywords:	Brand Ambassador, E – Service Quality, Purchase Decision, and Customer Satisfaction
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HJ Public Finance
Divisions:	Fakultas Ekonomi > Prodi Manajemen
Depositing User:	V. Ratna Inggawati
Date Deposited:	10 Apr 2023 07:56
Last Modified:	10 Apr 2023 07:56
URI:	http://repositori.ukdc.ac.id/id/eprint/1384

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