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All Journal Jurnal Bingkai Ekonomi (JBE) Jurnal Ilmiah Ekonomika & Sains Prosiding Seminar Nasional Manajemen dan Ekonomi Manajemen Kreatif Jurnal Mengabdi: Jurnal Hasil Kegiatan Bersama Masyarakat Jurnal Inovasi Ekonomi Syariah dan Akuntansi Pemberdayaan Masyarakat: Jurnal Aksi Sosial Global Leadership Organizational Research in Management
Riyono Riyono
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Library & Information Science Social Sciences Other

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Journal : Jurnal Bingkai Ekonomi (JBE)

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Pengaruh Promosi dan Brand Ambassador terhadap Keputusan Pembelian Konsumen Tokopedia : (Studi pada Mahasiswa Institut Teknologi dan Bisnis Semarang Kampus II) Devi Enisa; Riyono Riyono; Hesti Ristanto
Jurnal Bingkai Ekonomi (JBE) Vol 9 No 1 (2024): Januari 2024: Jurnal Bingkai Ekonomi (JBE) Januari 2024
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM) - Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jbe.v9i1.303

Abstract

The research entitled "The Influence of Promotions and Brand Ambassadors on Purchasing Decisions among Tokopedia Consumers" is the result of quantitative research. This research aims to answer the question about how promotions and brand ambassadors influence purchasing decisions among Tokopedia consumers. The research methodology used is quantitative research using survey methods. The sampling technique used purposive sampling with a total of 81 respondents. The data collection technique uses a questionnaire processed using SPSS version 22. Data analysis uses multiple linear regression. The research results show that promotions have a partial effect on purchasing decisions for Tokopedia consumers, this is proven by a significance value of 0.028 <0.05. Brand ambassadors also partially influence purchasing decisions among Tokopedia consumers, this is proven by a significance value of 0.017 < 0.05.
Pengaruh Promosi dan Brand Ambassador terhadap Keputusan Pembelian Konsumen Tokopedia : (Studi pada Mahasiswa Institut Teknologi dan Bisnis Semarang Kampus II) Devi Enisa; Riyono Riyono; Hesti Ristanto
Jurnal Bingkai Ekonomi (JBE) Vol 9 No 1 (2024): Januari 2024: Jurnal Bingkai Ekonomi (JBE) Januari 2024
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM) - Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jbe.v9i1.303

Abstract

The research entitled "The Influence of Promotions and Brand Ambassadors on Purchasing Decisions among Tokopedia Consumers" is the result of quantitative research. This research aims to answer the question about how promotions and brand ambassadors influence purchasing decisions among Tokopedia consumers. The research methodology used is quantitative research using survey methods. The sampling technique used purposive sampling with a total of 81 respondents. The data collection technique uses a questionnaire processed using SPSS version 22. Data analysis uses multiple linear regression. The research results show that promotions have a partial effect on purchasing decisions for Tokopedia consumers, this is proven by a significance value of 0.028 <0.05. Brand ambassadors also partially influence purchasing decisions among Tokopedia consumers, this is proven by a significance value of 0.017 < 0.05.
Co-Authors Ahmad Dwi Nurdianto David Sukmadita Perdana Devi Enisa Diva, Marcellina Mutiara Hani Krisnawati Kasidi Kasidi Magfiroh, Ayuk Ninik Dwi Atmini Ninik Dwi Atmini Nurdiyanto, Ahmad Dwi Pratama, Randy Raihan Maulana, Adi Artanta Ristanto, Hesti Sari Listyani Sukirman Sukirman Veni Feriyanti Wahyu Puji Pangestu Y. Sutomo Zaky, Afif Amar