SKRIPSI MBS

PENGARUH KUALITAS PRODUK,CITRA MEREK, DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PRODUK AZARINE PADA MARKET PLACE SHOPEE

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ABSTRACK

This research aims to determine the influence of product quality, brand
image and brand ambassadors on purchasing decisions at the Shopee market place.
The type of research used is quantitative research.. The sample used was 100
respondents taken from Azarine users in Surakarta City. The sampling technique
uses a non-probability sampling technique with a purposive sampling method. Data
is processed using multiple linear regression analysis. In this research there are
three independent variables, namely product quality, brand image and brand
ambassador and one dependent variable, namely purchasing decisions.
The research results show that product quality has a significant effect on
purchasing decisions as evidenced by the calculated t value of 7,099 > t table 1,984.
Brand image has a significant effect on purchasing decisions with a calculated t
value of 2,084 > t table 1,984. Brand ambassadors have a significant influence on
purchasing decisions as proven by the calculated t value of 2,225 > t table 1,984.
The calculated F value is 59.396 > F table 2.70 so it can be interpreted that all
independent variables influence purchasing decisions simultaneously.
Keywords: product quality, brand image, brand ambassador, purchasing decisions,
shopee market place

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Ketersediaan

Tidak ada salinan data

Informasi Detail

Judul Seri

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No. Panggil

2X6.3 AZA p 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 96 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

AZA LIA MULTI AZIZAH

Versi lain/terkait

Lampiran Berkas

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