PENGARUH BRAND AMBASSADOR, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN JABODETABEK DI SHOPEE

PAMBUDI, ARIE (2023) PENGARUH BRAND AMBASSADOR, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN JABODETABEK DI SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of brand ambassadors, brand image and promotions on the purchasing decisions of Jabodetabek consumers at Shopee. The sample distributed was 145 Shopee consumers, calculated based on the Hair formula. Sampling method using purposive sampling. The data collection method uses a survey method, with the research instrument being a questionnaire. Methods of data analysis using Partial Least Square. This study proves that brand ambassadors have no significant effect on purchasing decisions. Brand image has a positive and significant effect on purchasing decisions. Promotion has a positive and significant effect on purchasing decisions. Keywords: Brand Ambassador, Brand Image, Promotion, Purchase Decision. Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador, citra merek dan promosi terhadap keputusan pembelian konsumen Jabodetabek di Shopee. Sampel yang dipergunakan adalah sebanyak 145 konsumen Shopee, dihitung berdasarkan rumus Hair. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa brand ambassador tidak berpengaruh signifikan terhadap keputusan pembelian. Citra merek berpengaruh positif dan signifikan terhadap kebutuhan untuk berprestasi. Promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci : Brand Ambassador, Citra Merek, Promosi, Keputusan Pembelian.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 23 417
Call Number:	SE/31/23/458
NIM/NIDN Creators:	43119010243
Uncontrolled Keywords:	Brand Ambassador, Citra Merek, Promosi, Keputusan Pembelian.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi 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:	khalimah
Date Deposited:	16 Nov 2023 06:57
Last Modified:	16 Nov 2023 06:57
URI:	http://repository.mercubuana.ac.id/id/eprint/84211

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