Primolassa, Muhammad Sutan Ethanova (2022) Pengaruh Brand Ambassador dan Brand Image Terhadap Keputusan Pembelian Produk Melalui Aplikasi Tokopedia. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study discusses the influence of Brand Ambassador and Brand Image on product purchasing decisions through the Tokopedia application. The independent variables in this study are Brand Ambassador and Brand Image, while the dependent variable is purchasing decisions. The type of research used is descriptive quantitative. This research was conducted with non-probability sampling method and purposive sampling technique as a sampling technique. The population in this study are active students of the Faculty of Economics and Business, National Development University, East Java, which has the Tokopedia application with a total of 55 respondents. The study used the SmartPLS test tool. The results showed that: 1) Brand Ambassador had an effect on purchasing decisions and 2) Brand Image had an effect on purchasing decisions. Keywords : Tokopedia, Brand Ambassador, Brand Image
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | MUHAMMAD SUTAN ETHANOVA PRIMOLASSA | ||||||||
| Date Deposited: | 07 Mar 2024 03:30 | ||||||||
| Last Modified: | 07 Mar 2024 03:30 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/8596 |
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