Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal JURNAL MANAJEMEN MOTIVASI
Wulandari, Putri Puspita
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Puspita Pengaruh Ekuitas Merek, Brand Ambassador, Kepercayaan Merek, dan Kualitas Produk Terhadap Keputusan Pembelian Pada Pengguna Shopee Wulandari, Putri Puspita; Rachmawati, Erny; Widyaningtyas, Dian; Fauziridwan, Meydy
JURNAL MANAJEMEN MOTIVASI Vol 22 No 2 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i2.9365

Abstract

This study aims to analyze the influence of brand equity, brand ambassadors, brand trust, and product quality on purchasing decisions on the Shopee e-commerce platform. The method used in this study is quantitative. The participants in this study are Shopee users in Purwokerto who have used the Shopee e-commerce platform within the last 6 months. The sample size for this study was 125 respondents. Data were collected using a questionnaire and analyzed using SPSS 25. The results indicate that all four variables brand equity, brand ambassadors, brand trust, and product quality have a positive and significant effect on purchasing decisions.
Co-Authors Erny Rachmawati Fauziridwan, Meydy Widyaningtyas, Dian