Rahmawati, Hertika (2022) Pengaruh Brand Ambassador dan Brand Image Terhadap Keputusan Pembelian Pada E-commerce Blibli (Studi Pada Followers Instagram E-commerce Blibli). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to determine the effect of brand ambassador and brand image on purchasing decisions in Blibli e-commerce. The population of this research are consumers who have shopped at Blibli e-commerce on Blibli Instagram followers. The sample in this research was 88 respondents based on the measurement according to Ghozali (2011), namely 5 – 10 times the number of indicators. This type of research is quantitative by using non-probability sampling method with purposive sampling tehcnique. Data collection by using a questionnaire which was then analyzed using Partial Least Square (PLS). The result of this research indicate that brand ambassadors have an effect on purchasing decisions, brand ambassadors have an effect on brand image, and brand image has an 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: | Hertika Rahmawati | ||||||||||||
| Date Deposited: | 09 Aug 2022 01:57 | ||||||||||||
| Last Modified: | 29 Nov 2024 00:48 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/8656 |
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