Pengaruh Brand Ambassador dan Brand Image Terhadap Keputusan Pembelian Produk Uniqlo Sun Plaza di Kota Medan

Abstract

In an increasingly competitive business world, consumer purchasing decisions are often influenced by emotional factors and perceptions formed by companies, especially in the fashion retail industry. At Uniqlo Sun Plaza Medan, the use of brand ambassadors and the creation of a strong brand image are significant strategies for attracting consumers. The combination of the two is believed to have a considerable impact on purchasing decisions, especially in a market increasingly influenced by trends and lifestyle preferences. This study aims to determine the effect of brand ambassadors and brand image on purchasing decisions for Uniqlo Sun Plaza products in Medan City. The influence between brand ambassadors and brand image will be analyzed partially and simultaneously on purchasing decisions for Uniqlo Sun Plaza products in Medan City. The form of research used in this research is quantitative research with an associative approach. The population in this study were all consumers of Uniqlo Sun Plaza products in Medan City. The number of samples in this study was 96 respondents with sampling techniques using purposive sampling. The primary data used in this study were obtained by distributing questionnaires directly while secondary data were obtained through literature studies. The data analysis methods are instrument tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing. The results showed that brand ambassadors and brand image have a positive and significant effect both partially and simultaneously on purchasing decisions for Uniqlo Sun Plaza products in Medan City. The correlation coefficient (R) value is 0.847, which means that there is a relationship between the brand ambassador (X1) and brand image (X2) variables on purchasing decisions (Y) of 84.7%, so the relationship between these variables can be categorized as very close. The adjusted r square value of 0.711 or the coefficient of determination shows that the influence of the brand ambassador variable (X1) and brand image (X2) on purchasing decisions (Y) is 71.1%, while the remaining 18.9% is influenced by other factors outside this research model.