Pengaruh Brand Ambassador, Persepsi Harga, Promosi, dan Penerapan E-Commerce terhadap Keputusan Pembelian pada Brand Birth Beyond

Putra, Bava Budimansyah (2024) Pengaruh Brand Ambassador, Persepsi Harga, Promosi, dan Penerapan E-Commerce terhadap Keputusan Pembelian pada Brand Birth Beyond. Undergraduate thesis, Universitas Pembangunan Jaya.

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Abstract.pdf
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Abstract

ABSTRACT The Influence of Brand Ambassadors, Price Perceptions, Promotion, and Implementation of E-commerce on Purchasing Decisions at Brand Birth Beyond Bava Budimansyah Putra1) , Yusuf Iskandar, S.Si., M.M.2) 1) Student of Management Department, Pembangunan Jaya University 2) Lecturer of Management Department, Pembangunan Jaya University This study aims to analyze the influence of brand ambassadors, price perceptions, promotions, and the application of e-commerce on purchasing decisions at the Birth Beyond brand. The research method used is quantitative with data collection through questionnaires distributed via social media. In this study, the population cannot be known with certainty, and using purposive sampling as a sampling method as many as 152 samples. The data was collected through questionnaires and using multiple linear regression data analysis techniques with Structural Equation Modeling (SEM) models based on Partial Least Square (PLS) for validity and reliability tests and regression models for classical assumption tests and hypothesis testing with processing using SmartPLS 4 software. The results of this study indicate that Brand Ambassador, Price Perception, and Promotion have no significant effect on purchasing decisions. Only the application of E-commerce has a significant effect on purchasing decisions. Keywords: Brand Ambassador, Price Perception, Promotion, E-commerce Implementation, Purchase Decision.

Item Type: Karya Tulis Ilmiah (KTI) (Undergraduate)
Subjects: Z Bibliography. Library Science. Information Resources > Z719 Libraries (General)
Divisions: Fakultas Humaniora dan Bisnis > Prodi Manajemen
Depositing User: Bava Budimansyah Putra
Date Deposited: 17 Jul 2024 11:17
Last Modified: 17 Jul 2024 11:18
URI: http://eprints.upj.ac.id/id/eprint/8879

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