Peer Riview The Effect Of Brand Ambasador and Prices on The Purchase Decision Of Android Hand Phone Through Interest In Buying Consumers In Medan City

Abstrak

The main purpose of this study is to determine the effect of brand
ambassadors and prices on purchasing decisions for Android phones
through consumer buying interest. The approach in this study is
associative with the data analysis used is path analysis. The population
and sample in this study were 147 respondents who were selected by
accidental sampling. The results showed that (1) brand ambassadors had
a positive and significant effect on buying interest, (2) price had a
negative effect on buying interest, (3) brand ambassadors had a positive
and significant effect on purchasing decisions, (4) price had a negative
effect on purchasing decisions, (5) brand ambassador has a positive and
significant effect on purchasing decisions through buying interest, (6)
price has a negative effect on purchasing decisions through buying
interest