The Influence of Brand Image, Brand Ambassador, Word Of Mouth and Testimony in Social Media on Purchase Decisions of Sulthanah Hijab in Tegal City

Authors

  • Agnes Dwita Susilawati Universitas Pancasakti
  • Ahmad Hanfan Universitas Pancasakti
  • Fetalia Haryanti Anugrah Universitas Pancasakti

DOI:

https://doi.org/10.36636/dialektika.v6i1.470

Keywords:

Brand Image, Brand Ambassador, Word Of Mouth, Testimony in Social Media, Purchasing Decisions

Abstract

This study aims to determine the effect of Brand Image, Brand Ambassador, Word of Mouth and Testimony in Social Media on Purchasing Decisions (case study on Hijab Sulthanah in Tegal City) either partially or simultaneously. This type of associative research with a quantitative approach. The sample selection used incidental sampling, totaling 100 respondents. The data analysis technique used is Multiple Linear Regression Analysis and Significance Test (classical assumption test, t test, F test, and determination coefficient test). The results of this study indicate that simultaneously the influence of Brand Image, Brand Ambassador, Word Of Mouth and Testimony in Social Media on Purchasing Decisions (case study on Hijab Sulthanah in Tegal City). Meanwhile, brand image partially affects purchasing decisions, brand ambassadors have no effect on purchasing decisions, word of mouth affects purchase decisions, and testimony in social media has no effect on purchasing decisions.

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Published

2021-02-04

How to Cite

Susilawati, A. D., Hanfan, A., & Anugrah, F. H. (2021). The Influence of Brand Image, Brand Ambassador, Word Of Mouth and Testimony in Social Media on Purchase Decisions of Sulthanah Hijab in Tegal City. Dialektika : Jurnal Ekonomi Dan Ilmu Sosial, 6(1), 35–43. https://doi.org/10.36636/dialektika.v6i1.470