The Influence of Islamic Brand Image and Brand Ambassador Regarding Electronics Product Purchase Decision Making

Abstract

The aim of this research is to test and analyze the influence of Islamic Brand Image and Brand Ambassador both partially and simultaneously on electronics product purchasing decision making. This type of research is included in the quantitative research category (Exlanatory Research) testing the influence between variables, in this case the Brand Imagen, Brand Ambassador variables and product purchasing decisions. The number of samples in the research was 100 customers or fans of the Korean Boy Group NCT Dream in Banjarbaru. The analysis tool used by SPSS and the research results show that the Brand Image variable partially has a significant effect on product purchasing decisions with a t-count of 5.638 with a t-significance of 0.000. tcount is greater than ttable 5.638 > 1.985 and significance is smaller than 0.05, namely 0.000 < 0.05, Brand Ambassador partially does not have a significant effect on product purchasing decisions with a t count of 1.459 with a t significance of 0.090. Because the calculated t is smaller than the t table 1.459 < 1.985 and the significance is greater than 0.05, namely 0.148 > 0.05, it can be concluded that the Brand Ambassador variable (X2) has no significant effect on the Purchase Decision variable (Y). and Brand Image and Brand Ambassador simultaneously have a significant influence on product purchasing decisions, this is shown by the results of the Sig value of the Brand Image and Brand Ambassador variables on Purchasing Decisions of 0.000 < 0.05 and a calculated f value of 23.040 > 3.090.