Pengaruh Brand Ambassador Ohm Pawat Terhadap Keputusan Konsumen Dalam Pembelian Produk Cathydoll

Abstract

This research is entitled "The Effect of Brand Ambassador Ohm Pawat on Consumer Decisions in Purchasing Cathydoll Products". The aim of this research is to find out and analyze the effect of Ohm Pawat as brand ambassador towards Cathydoll products, to find out and analyze the effect of consumer decisions in purchasing Cathydoll products, and to find out and analyze the influence of Ohm Pawat as brand ambassador towards consumer decisions in purchasing Cathydoll products. The theories used in this research are theory of hypothesis, brand ambassador characteristics, and purchasing decisions. The research method used is quantitative descriptive research using survey research. The population in this study was the Cathydoll user community in Medan, with the total numbers 156 people. The sampling technique used was probability sampling with a sample size of 72 respondents. The data collection techniques used was questionnaires and observation. The data analysis techniques in this research are validity test, normality test, linearity test and hypothesis test using SPSS version 25 software which produces a significant value of 0.000. It can be seen that the calculated t obtained is 11.961, while the significance value obtained is 0.000, which shows that the results in this study produce a t value of 0.000 <0.05. Based on the basis of decision making in hypothesis testing, if the significance value is <0.05 then Ha is accepted and H0 is rejected. The results of the t test show that the independent variable, namely Brand Ambassador Ohm Pawat, has a relationship with the dependent variable, namely the decision to purchase Cathydoll products