@thesis{thesis,
		author={.  Violen},
		title ={PENGARUH KUALITAS PRODUK DAN BRAND AMBASSADOR BTS TERHADAP PROSES KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG GALAXY S20 SERIES},
		year={2023},
		url={http://eprints.ukmc.ac.id/9799/},
		abstract={ABSTRACT

This study aims to analyze the influence of product quality and BTS brand ambassadors on the decision process to purchase Samsung Galaxy S20 series smartphone. The data used in this research are primary data and secondary data. The population in this study are consumers of the Samsung Galaxy S20 series smartphones. The sampling method used is purposive sampling method with a total sample of 100 respondents. The data analysis technique used is multiple linear regression analysis to determine the direct effect of product quality and brand ambassador variables on purchasing decision process. The results of this research showed that product quality and brand ambassador variables of BTS has a positive and significant effect on smartphone Samsung Galaxy S20 series purchasing decisions process.

Keywords: Product Quality, Brand Ambassador, Purchase Decision}
		}