The Influence of Brand Ambassador on Customer Satisfaction Through Purchase Decisions in the Brand Es Teh Indonesia in East Surabaya

Vincentia Ine Putriana, V. Ratna Inggawati

Abstract


This research is a quantitative research with data collection techniques carried out by direct distribution of questionnaires. This study uses the Multivariate Statistical Method with the WarpPLS 7.0 application. The sample in this study were customers who had purchased Indonesian iced tea products in East Surabaya with a minimum age of 17 years and over and 50 respondents distributed questionnaires. This research data will be processed using the WarpPLS 7.0 application. The results of data analysis showed that all items, each statement item for each variable in the questionnaire, were declared valid and reliable. The results of the analysis of the fit and quality indices models are stated to be good according to the criteria. then to test the hypothesis that all hypotheses are stated to have a significant effect because the p-value <0.001.



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DOI: https://doi.org/10.30596/miceb.v1i0.276

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