THE INFLUENCE OF BRAND AMBASSADOR, BRAND IMAGE, BRAND PERSONALITY ON NATURE REPUBLIC'S PURCHASING DECISIONS (STUDY ON NATURE REPUBLIC CONSUMERS IN PURWOKERTO)

Amalia, Pradiptaningtyas and Erny, Rachmawati (2020) THE INFLUENCE OF BRAND AMBASSADOR, BRAND IMAGE, BRAND PERSONALITY ON NATURE REPUBLIC'S PURCHASING DECISIONS (STUDY ON NATURE REPUBLIC CONSUMERS IN PURWOKERTO). PROCEEDING THE 2nd INTERNATIONAL CONFERENCE OF BUSINESS, ACCOUNTING AND ECONOMICS (The 2nd ICBAE 2020).

Text (Full Paper) THE INFLUENCE OF BRAND AMBASSADOR, BRAND IMAGE.pdf Download (177kB)

Abstract

The purpose of this study was to analyze the influence of brand ambassadors, brand image, and brand personality on purchasing decisions for Nature Republic in Purwokerto. The sample selection in this study was conducted using purposive sampling method. Based on the criteria obtained as many as 110 respondents with data collection techniques through questionnaires. This research uses multiple linear regression analysis with SPSS analysis tool. The results showed that brand ambassadors and brand image had a positive effect on purchasing decisions for Nature Republic in Purwokerto, while brand personality had no positive effect on purchasing decisions for Nature Republic in Purwokerto.

Actions (login required)

View Item