SKRIPSI MBS

PENGARUH BRAND AWARENESS, BRAND AMBASSADOR DAN TAGLINE “GRATIS ONGKIR” TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE

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ABSTRACT

This study aims to determine the effect of brand awareness, brand ambassador, and the
tagline "free ongkir" on purchasing decisions at Shopee. This type of research is included in
quantitative research. The population in this study are people who live in Karanganyar

Regency who make online purchases through shopee. The sampling technique used is non-
probability sampling and the type of sampling is purposive sampling with a sample of 100

respondents.
The variables used in this study consisted of two, namely the dependent variable (Y)
and the independent variable (X). The dependent variable in this study is the purchase decision.
Meanwhile, there are three independent variables in this study, namely brand awareness,
brand ambassador, and the tagline "free ongkir". The analytical method used in this study is
multiple linear regression analysis, while the data processing uses the IBM SPSS 22 program.
Based on the results of this study, it shows that brand awareness, brand ambassador, and the
tagline "free ongkir" have a significant effect on purchasing decisions, either partially or
simultaneously.
Keywords: brand awareness, brand ambassador, tagline "Gratis Ongkir", purchase decision

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 RIZ p 22

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2022

Deskripsi Fisik

21 cm, 93 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Rizki Wahyu Rahmasari

Versi lain/terkait

Lampiran Berkas

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