SINDRING, GHALI RIZQULLAH S. (2023) PENGARUH KEPERCAYAAN, BRAND AMBASSADOR DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN GEN Z TOKOPEDIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the effect of trust (X1), brand ambassador (X2), and lifestyle (X3) on purchasing decisions (Y) of gen Z consumers through Tokopedia e-commerce. This study used a quantitative approach with the Non Probability Sampling approach and purposive sampling technique. The sample used in this study were undergraduate management students at Mercu Buana University and obtained a sample of 120 respondents who were tested using Smart - Partial Least Square (PLS) 3.0. It was found that beliefs and lifestyle have a positive and significant effect on purchasing decisions. Meanwhile, Brand Ambassador has no significant effect on Purchase Decision. Keyword : Trust, Brand Ambassador, Lifestyle, Purchase Decision Penelitian ini bertujuan untuk mengetahui pengaruh kepercayaan (X1), brand ambassador (X2), dan gaya hidup (X3) terhadap keputusan pembelian (Y) konsumen gen Z melalui e – commerce Tokopedia. Penelitian ini menggunakan pendekatan kuantitatif dengan pendekatan Non Probability Sampling dan Teknik pengambilan sampel purposive sampling. Sampel yang digunakan pada Penelitian ini adalah mahasiswa Manajemen S1 Universitas Mercu Buana dan Mendapatkan sampel sebanyak 120 responden yang diuji dengan menggunakan Smart - Partial Least Square (PLS) versi 3.0. Hasil Penelitian menunjukan bahwa Kepercayaan dan Gaya Hidup berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Sedangkan Brand Ambassador tidak berpengaruh signifikan terhadap Keputusan Pembelian. Kata Kunci : Kepercayaan, Brand Ambassador, Gaya Hidup, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 23 131 |
| Call Number: | SE/31/23/249 |
| NIM/NIDN Creators: | 43119010380 |
| Uncontrolled Keywords: | Kepercayaan, Brand Ambassador, Gaya Hidup, Keputusan Pembelian |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ADELINA HASNA SETIAWATI |
| Date Deposited: | 08 Jul 2023 08:16 |
| Last Modified: | 08 Jul 2023 08:16 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/78602 |
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