The Influence of Product Knowledge, Brand Image, and Brand Ambassadors on UNPRI Students' Grabfood Purchase Decisions
Keywords:
Product Knowledge, Brand Image, Brand Ambassador, Purchase DecisionAbstract
This study aims to examine and analyze whether there is an effect of Product Knowledge, Brand Image, and Brand Ambassador on the GrabFood Purchase Decision of UNPRI students. The factor behind the purchase decision is the consumer. The purchase decision is consumer behavior in deciding whether to buy or not the product. Consumers will need time to decide to buy a product to be purchased. This study uses quantitative research where the sample used is 109 students. Simple random sampling is the technique that will be used for sampling. Multiple linear regression, classical assumptions, and hypothesis testing were used to analyze the data. Hypothetically, Product Knowledge(X1), Brand Image(X2), and Brand Ambassador(X3) affect purchasing decisions
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Copyright (c) 2022 International Journal of Comparative Accounting And Management Science (IJCAMS)
This work is licensed under a Creative Commons Attribution 4.0 International License.
International Journal of Comparative Accounting And Management Science (IJCAMS)
© 2022
This work is licensed under a Creative Commons Attribution 4.0 International License
