Aurilia, Nadiyya Nur (2024) PENGARUH BRAND AMBASADDOR DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN PADA APLIKASI BLIBLI DI KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Blibli is an e-commerce company operating in Indonesia collaborating with a group from South Korea as their new Brand Ambassador. By looking at existing trends and promotions through advertising, Blibli has managed to maintain its position in the top 5 TBI for 5 consecutive years. The following research aims to examine whether there is an influence from brand ambassadors and advertising on purchasing decisions in the Blibli application. The variables in this research are Brand Ambassador (X1), Advertising (X2) as the independent variable and Purchase Decision (Y) as the dependent variable. The total sample used was 99 respondents taken using a purposive sampling technique from the population of users who made purchases on the Blibli application. Data was collected through distributing questionnaires which were then analyzed using the Partial Least Square (PLS) analysis technique. The results of this research show that the Brand Ambassador variable (X1) has no influence on the Purchasing Decision variable (Y), while Advertising (X2) has a significant positive influence on Purchasing Decisions (Y).
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Nadiyya Nur Aurilia | ||||||||
| Date Deposited: | 29 Jul 2024 08:22 | ||||||||
| Last Modified: | 29 Jul 2024 08:22 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/27986 |
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