Pengaruh Brand Ambassador Terhadap Brand Image Serta Dampaknya Terhadap Keputusan Pembelian (Survey Pada Pengguna Line Di Asia)

Abstract

This research aims to examine the influence of Brand Ambassador on Brand Image and its effect on Costumer Purchasing Decision. Types of research is explanatory research with quantitative approach. Sampling method in this research employ quota sampling which consist of 136 responden. This research uses questionnaireas an instrument which is distributed among respondents in the five countries research purpose (Indonesia, Thailand, Malaysia, Philiphines and India). According to path analysis the result shown that brand ambassador significantly influence brand image and purchasing decisions. While Annova test results has shown there are difference respond on variable brand image between Malaysia with Thailand, and Malaysia with Philippines, other variabels such as Brand Ambassador and Costumer Purchasing Decision in each countries research purposes have same respond