Pengaruh Brand Ambassador Terhadap Keputusan Pembelian Produk Vivo Smartphone Pada Komunitas Facebook Vivo Smartphone

(Studi: TVC Versi Vivo V7+ Clearer Selfie)

Abstract

This study aimed to analyze the effect of Brand Ambassador, to the Purchasing Decisions on Facebook Community Vivo Smartphone. The problem raised in this thesis is Brand Ambassador at Vivo Smartphone still needs to improved from the consumer’s point of view, The sample used was 100 respondents with the sampling method using Simple Random Sampling. Analysis at the beginning of the research instruments, by transforming ordinal data into interval data using the Method Of Successive Interval (MSI), then the data was analyzed further using SPSS (Statistical Product and Service Solutions) version 25. Data analysis was performed using Validity Test, Test Reliability, Classical assumption test (Normality test, Multicollinearity test, Heteroskidasity test, Linearity test, Correlation, Regression and Determination Coefficient), Hypothesis Testing (t test and F). Results of this research is Brand Ambassador affects the purchase decision.