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

SAGITAWENI, ROSANINA and Rosa, Aslamia (2024) PENGARUH BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE (STUDI PADA MAHASISWA UNIVERSITAS SRIWIJAYA). Undergraduate thesis, Sriwijaya University.

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Abstract

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

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Ambassador, VisCAP, dan Keputusan Pembelian
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Rosanina Sagitaweni
Date Deposited:	19 Jul 2024 05:29
Last Modified:	19 Jul 2024 05:29
URI:	http://repository.unsri.ac.id/id/eprint/151956

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