PENGARUH BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN SEPEDA: TINJAUAN SPORT MARKETING

Kusmawati Yazid, - (2021) PENGARUH BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN SEPEDA: TINJAUAN SPORT MARKETING. S2 thesis, Universitas Pendidikan Indonesia.

Abstract

PENGARUH BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN
SEPEDA: TINJAUAN SPORT MARKETING
Tujuan penelitian ini yaitu untuk mengetahui pengaruh brand ambassador terhadap keputusan
pembelian sepeda. Penelitian ini merupakan penelitian deskriptif kuantitatif dengan jenis
penelitian survey. Populasi dalam penelitian ini adalah konsumen pembeli sepeda polygon di
YZKUZMA Bike Gallery Kota Cimahi. Teknik pengambilan sampel menggunakan
convenience sampling/accecibel sampling (sampel seadanya) sebanyak 80 orang. Kemudian
data diolah menggunakan software SPSS versi 25 dengan menggunakan analisis regresi
sederhana. Berdasarkan hasil analisis data, diketahui hasil uji t nilai signifikansi lebih kecil dari
0,05 (sig < 0,05) maka dapat disimpulkan brand ambassador secara parsial berpengaruh
signifikan terhadap keputusan pembelian sepeda. Selain itu diperoleh nilai R Square sebesar
0,306 atau (31 persen). Hal ini menunjukan bahwa sebesar 31 persen variabel keputusan
pembelian dapat dijelaskan oleh variabel brand ambassador, sedangkan sisanya sebanyak 69
persen oleh variabel di luar penelitian. Dengan demikian, faktor brand ambassador bukan satusatunya faktor yang mempengaruhi keputusan pembelian konsumen mengingat sifat keputusan
pembelian yang begitu kompleks dan cenderung berubah-ubah. Keputusan pembelian juga
dipengaruhi oleh berbagai faktor yang tidak kalah pentingnya yakni faktor kebutuhan, merek,
saluran pembelian dan waktu pembelian. sehingga penelitian ini diharapkan dapat digunakan
sebagai referensi bagi perusahaan dalam mengoptimalkan peran brand ambassador dan faktor
lainnya yang akan berdampak positif bagi keputusan pembelian konsumen.

THE EFFECT OF BRAND AMBASSADOR ON BICYCLE PURCHASE DECISIONS:
The purpose of this study was to determine the influence of brand ambassadors on bicycle
purchasing decisions. This research is a quantitative descriptive research with the type of
survey research. The population in this study are consumers who buy polygon bicycles at
YZKUZMA Bike Gallery, Cimahi City. The sampling technique used was convenience
sampling/accessible sampling (samples) as many as 80 people. Then the data was processed
using SPSS version 25 software using simple regression analysis. Based on the results of data
analysis, it is known that the t test results have a significance value less than 0.05 (sig < 0.05),
so it can be concluded that brand ambassadors partially have a significant effect on bicycle
purchasing decisions. In addition, an R Square value of 0.306 or (31 percent) was obtained.
This shows that 31 percent of the purchasing decision variables can be explained by the brand
ambassador variable, while the remaining 69 percent by variables outside the study. Thus, the
brand ambassador factor is not the only factor that influences consumer purchasing decisions
given the nature of purchasing decisions that are so complex and tend to change. Purchasing
decisions are also influenced by various factors that are no less important, namely the need,
brand, purchase channel and time of purchase. so that this research is expected to be used as a
reference for companies in optimizing the role of brand ambassadors and other factors that will
have a positive impact on consumer purchasing decisions
PORTS MARKETING OVERVIEW

	Text 0. T_POR_1910198_Title.pdf Download (463kB)
	Text 1. T_POR_1910198_Chapter1.pdf Download (252kB)
	Text 2. T_POR_1910198_Chapter2.pdf Restricted to Staf Perpustakaan Download (387kB)
	Text 3. T_POR_1910198_Chapter3.pdf Download (285kB)
	Text 4. T_POR_1910198_Chapter4.pdf Restricted to Staf Perpustakaan Download (303kB)
	Text 5. T_POR_1910198_Chapter5.pdf Download (65kB)
	Text 6. T_POR_1910198_Appendix.pdf Restricted to Staf Perpustakaan Download (233kB)

Item Type:	Thesis (S2)
Uncontrolled Keywords:	Brand Ambassador, Keputusan Pembelian, Sepeda
Subjects:	L Education > L Education (General) S Agriculture > SK Hunting sports
Divisions:	Sekolah Pasca Sarjana > Pendidikan Olahraga S-2
Depositing User:	Kusmawati 1910198 Yazid
Date Deposited:	10 Feb 2022 05:37
Last Modified:	10 Feb 2022 05:37
URI:	http://repository.upi.edu/id/eprint/70228

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