Analisis Pengaruh Harga Dan Brand Ambassador Terhadap Keputusan Pembelian Jersey Merek Gewo Di Bogor Timur

Pratawijaya, Hendra (2025) Analisis Pengaruh Harga Dan Brand Ambassador Terhadap Keputusan Pembelian Jersey Merek Gewo Di Bogor Timur. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Studi ini disusun untuk mengidentifikasi bagaimana dua aspek utama struktur penetapan harga dan keberadaan brand ambassador mempengaruhi perilaku konsumen dalam memilih jersey merek Gewo di kawasan Bogor Timur. Penelitian menggunakan pendekatan kuantitatif, dengan harga (X1) dan brand ambassador (X2) ditempatkan sebagai variabel independen, sementara keputusan pembelian (Y) dijadikan variabel dependen. Data penelitian dihimpun melalui penyebaran angket kepada konsumen serta wawancara mendalam sebagai pelengkap informasi. Kerangka teori merujuk pada prinsip-prinsip pemasaran kontemporer yang dijelaskan oleh Kotler dan Armstrong. Untuk menganalisis hubungan antar variabel, penelitian memanfaatkan teknik regresi linier berganda. Hasil analisis menunjukkan bahwa faktor harga memberikan pengaruh nyata dalam meningkatkan kecenderungan konsumen untuk membeli jersey Gewo. Selain itu, peran brand ambassador turut terbukti relevan karena mampu membentuk persepsi positif yang mendorong keputusan pembelian. Ketika kedua variabel tersebut diuji secara simultan, ditemukan bahwa keduanya bersama-sama menghasilkan efek positif yang kuat terhadap keputusan pembelian. Temuan ini menegaskan bahwa pemasar perlu merancang strategi yang selaras antara kebijakan harga dan penggunaan figur publik agar dapat mengoptimalkan daya tarik produk serta memperkuat posisi Gewo di pasar lokal. Kata Kunci: Harga; Brand Ambassador; Keputusan Pembelian; Gewo This study was conducted to identify how two key aspects of pricing structure and the presence of a brand ambassador influence consumer behavior in choosing Gewo brand jerseys in the East Bogor area. The study used a quantitative approach, with price (X1) and brand ambassador (X2) placed as independent variables, while purchasing decisions (Y) served as the dependent variable. Research data were collected through distributing questionnaires to consumers and in-depth interviews as supplementary information. The theoretical framework refers to contemporary marketing principles explained by Kotler and Armstrong. To analyze the relationship between variables, the study used multiple linear regression techniques. The results of the analysis indicate that the price factor has a significant influence in increasing consumer tendency to purchase Gewo jerseys. In addition, the role of the brand ambassador also proved relevant because it is able to form positive perceptions that drive purchasing decisions. When both variables were tested simultaneously, it was found that both together produced a strong positive effect on purchasing decisions. This finding confirms the need for marketers to design strategies that align pricing policies and the use of public figures to optimize product appeal and strengthen Gewo’s position in the local market. Keywords: Price; Brand Ambassador; Purchasing Decision; Gewo

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