Skripsi

PENGARUH BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE (STUDI PADA MAHASISWA UNIVERSITAS SRIWIJAYA)

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The purpose of this research is to determine the influence of Brand Ambassadors using VisCAP indicators, namely Popularity (Visibility) (X1), Credibility (X2), Attraction (X3) and Strength (X4) on Purchasing Decisions (Y) on Shopee E-Commerce partially or simultaneously. The population used was all students who were still actively studying at Sriwijaya University with a sample of 100 people taken using the Purposive Sampling Technique. Primary data in this study was obtained from questionnaires which were analyzed using the multiple linear regression analysis method with SPSS release 27 software as a test tool. The results of this research show that Popularity (Visibility) and Strength (Power) have a positive and partially significant effect, while Credibility and Attraction do not have a partially significant effect. However, Popularity (Visibility), Credibility, Attraction and Power have a positive and significant effect on Purchasing Decisions simultaneously. Keywords: Brand Ambassador ; VisCAP ; and Purchase Decision

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Availability

Detail Information

Series Title

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Call Number

T1519562024

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi., 2024

Collation

xxi, 138 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.834 207

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Perilaku konsumen
Prodi Manajemen

Specific Detail Info

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Statement of Responsibility

KA

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