THE PURCHASE DECISION IN VIEW OF BRAND EQUITY, HEALTHY LIFESTYLE, AND BRAND AMBASSADOR (Study on Lemonilo Noodle Consumers in Pasar Kliwon Surakarta Sub-district)

THE PURCHASE DECISION IN VIEW OF BRAND EQUITY, HEALTHY LIFESTYLE, AND BRAND AMBASSADOR (Study on Lemonilo Noodle Consumers in Pasar Kliwon Surakarta Sub-district)

Brand Equity, Healthy Lifestyle, Brand Ambassador, and Purchase Decision

The objective of this investigation is to explain the impact of brand equity, healthy lifestyle, and brand ambassador on decisions of purchasing Lemonilo Noodles in Pasar Kliwon Surakarta Sub-district. This research applied quantitative descriptive approach. The subject of this investigation is Lemonilo Noodles Consumers in Pasar Kliwon Surakarta Sub-district within a period of 3 months with a sample of 100 respondents according to the 2014 Ferdinand formula. Non-probability sampling was utilized in this investigation and purposive sampling was used to determine the sample size. A Likert scale was used to collect data. Using the classical assumption test, multiple linear regression analysis models, the t-test, and the coefficient of determination. This study demonstrates that there is a positive and significant influence on brand equity, healthy lifestyle, and brand ambassador variables. The coefficient determination test yielded an Adjusted R Square value of 0,664 indicating that brand equity, healthy lifestyle, and brand ambassador variables influence the purchase decision of lemonilo noodles in Pasar Kliwon Surakarta Sub-district, while other variables explain the remainder

Putri Deta Prasetyanti1, Bambang Mursito2, Istiqomah3

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2023

peri irawan

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