Alkautsar, Adrian Alaric (2024) PENGARUH BRAND AMBASSADOR DAN KEPERCAYAAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to investigate the impact of brand ambassadors and customer trust on purchasing decisions at shopee. This study uses a quantitative quantitative approach and the sampling method in this study is a non-probability sampling method with the technique used, namely Purposive sampling involving 60 Shopee consumers as respondents. Data analysis using Partial Least Square (PLS) in Structural Equation Modeling (SEM). The findings show that brand ambassadors have a positive and significant effect on purchasing decisions and customer trust also has a positive and significant effect on purchasing decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Adrian Alaric Alkautsar | ||||||||
| Date Deposited: | 05 Dec 2024 02:10 | ||||||||
| Last Modified: | 05 Dec 2024 02:10 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/32543 |
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