Pengaruh Kualitas Produk dan Brand Ambassador terhadap Purchase Intention Paket BTS Meal McDonald's di Kota Palembang

This study aims to analyze the influence of product quality and brand ambassador on purchase intention of the McDonald's BTS Meal package in Palembang City. The data used in this research are primary data. The population in this study are the people of Palembang City. 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 purchase intention. The results of this research showed that product quality variable and brand ambassador has a positive and significant effect on purchase intention. Keyword: Product Quality, Brand Ambassador, Purchase Intentio