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Ahmad Ali
Hebei University of Technology
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Pengaruh Brand Ambassador Dan Digital Marketing Terhadap Keputusan Pembelian Di Tokopedia Enrico Sasiang, Hizkia; Ali, Ahmad; Ruma, Zainal
Indonesian Journal of Research in Economy Vol. 1 No. 3 (2022): IJRE_3
Publisher : Education and Talent Development Center of Indonesia (ETDC Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51574/ijre.v1i3.580

Abstract

The purpose of this study was to determine the effect of Brand Ambassador and Digital Marketing on the purchasing decisions of management students at Tokopedia partially and simultaneously at the Faculty of Economics, Makassar State University. The type of research used in this research is quantitative research with a descriptive approach using multiple linear regression analysis method. The population in this study were active students of undergraduate management at the Faculty of Economics, Makassar State University, as many as 100 people and all of them were used as samples. The data collection technique used is by using a questionnaire (questionnaire). The results of this study indicate that partially Brand Ambassador has no influence on purchasing decisions, as evidenced by the tcount value of 0.335 which is smaller than ttable of 2.627 (0.035<2.627) and a significant value of 0.739 greater than 0.01 (0.739>0.01) , while Digital Marketing partially influences purchasing decisions as evidenced by the tcount value of 5.723, which is greater than the t-table value of 2.627 (5.723>2.627) and the significance value of 0.000 is smaller than 0.01 (0.00<0.01). Meanwhile, Brand Ambassador and Digital Marketing variables simultaneously influence purchasing decisions, this is evidenced by the statistical results Fcount of 20.388 which is greater than the value of Ftable 4.83 (20.388>4.83) and a significance value of 0.000 which is smaller than 0.01 (0.000<0.01).
Co-Authors Abd. Muis Adi Purwanto Adnan Adnan Agung Purwanto Alamsyah, Mashudi Anwar Anwar Anwar, Usman Arif, Wiwin Pramita Ariyani, Julinta Eka Arsad Bahri Azwar, Sylvira Ananda Chalid Imran Musa Darussyamsu, Rahmawati Debitama, Hanif Dewi, Aryani Kadarwati Diana Vivanti Sigit Dona Primasari, Dona Dwijayanti, Rahmania Argita Edi Kurniawan Edy Soesanto Enrico Sasiang, Hizkia Fatimatul Munawaroh Fitri Dwi Jayanti Giry Marhento Hamansah Hamansah, Hamansah Handayani Handayani Harold, Rudy Henita Rahmayanti Herawaty, Ety Herlani, Fachrine Hermawati, Farah Muthi Icuk Rangga Bawono, Icuk Rangga Ikbari, Firyal Aulia Ikram M, Muhaidir Ilmi Zajuli Ichsan Imron Natsir, Imron In'amullah, Muhammad Iriani, Enin Iriani, Halizah Putri Irwandani Irwandani Isnawati, Setya Indah Jabbar, Asniati Jufri, Fahri Amalia Kandani, Syifa Aulia Kristanti Laila Khamsatul Muharrami, Laila Khamsatul Lestari, Nur Melinda Mashuri Masri Meida Rachmawati Mieke Miarsyah Misykat Malik Ibrahim Muh. Khalifah Mustami Muhammad Irhas, Muhammad Muhiddin Palennari Mustagfiroh, Alif Noor Laila Ramadhani Novyanti, Yuwita Nur Anisa Nurfadila Nurfadila, Nurfadila Pasryb, A. Syahida Ulhaq Prihantini, Isra Qaddafi, muhammad Rahman, Md. Mehadi Rita Istiana, Rita Rizkika, Mawadda Husnatul ROGAYAN JR, DANILO V. Romansyah Sahabuddin Ruma, Zainal Sahrain Bumulo Sainudin Latare Sandu, Rahmawati Sardyanti, Suci Al-Hamdaniyah Satria Avianda Nurcahyo Singh, Charanjit Kaur Swaran St. Syamsudduha, St. Sudiyono Sudiyono Sudiyono Sunardi, Oding Susanto, Lufty Hari Susilo Susilo Syahrir, Muhammad Alhifka Titin Titin Triasianingrum, Triasianingrum Trio Ageng Prayitno, Trio Ageng Widagdo, Teguh Harso Wulandari, Ana Yuniasti Retno Yusman, Yusman Zulkarnaim, Zulkarnaim