PENGARUH KEPERCAYAAN, KEMUDAHAN, PROMOSI, CITRA MEREK, DAN KUALITAS PRODUK SERTA BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE (Studi Pada mahasiswa Universitas Di Purwokerto)

SETIAWATI, PUTRI (2021) PENGARUH KEPERCAYAAN, KEMUDAHAN, PROMOSI, CITRA MEREK, DAN KUALITAS PRODUK SERTA BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE (Studi Pada mahasiswa Universitas Di Purwokerto). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

The purpose of this study was to determine the effect of trust, easies, promotion, brand image and product quality as well as brand ambassadors and purchasing decisions of Shopee.With a survey to college student in three university in Purwokerto The sample selection in this study was carried out by a purposive sampling method. Based on the criteria, as many as 108 respondents were sampled and the data collection method was a questionnaire.The data analysis techniques used in this research were multiple regression analysis. The results of the analysis show that simultaneously showed trust, easies, promotion, brand image and product quality as well as brand ambassadors has significant effect on purchasing decisions in Shopee. Partially trust, easies, promotion, as well as brand ambassadors has a positive and significant effect on purchasing decisions in Shopee.While brand image and product quality has no significant effect on purchasing decisions in Shopee.

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