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The Role of Brand Ambassador, Event Marketing and Digital Marketing on Purchase Decisions User Shopee William Kok; Yeni Ariesa; Kelvin Kelvin; Vincent Pratama; Steven Kosasih; Vedas Fernand Alianza
Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences Vol 4, No 3 (2021): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v4i3.2263

Abstract

Study this aim to test and analyze the influence of the role of brand ambassadors, event marketing and digital marketing on the purchasing decisions of shopee users. The type of research isafdquantitative by number of samples research that is 100 consumers. The conclusion from the results of this study is the results of the Latent Variable 1 hypothesis test, namely the brand ambassador has a path coefficient value of 0.525 and a p-value of 0.000 <0.05 so that the hypothesis is accepted or fragmented by positive and significant dominance. The results of the Latent Variable 2 hypothesis test that event marketing has a path coefficient value of 0.280 and a p-value of 0.003 <0.05 so that it partially has a positive effect. The results of the Latent Variable 3 hypothesis test, namely digital marketing has a path coefficient value of 0.141 with a p-value of 0.157> 0.05 and a t-statistic of 1.418 so that fragmentation does not have a positive effect on purchasing decisions.
Co-Authors -, Evta Indra Adeline, Ivonne Adnas, Diny Anggraini agustin, isnaini nuzula Alberd Alberto Ardiansyah Albert Lee Aldo Romulus Napitupulu Amanda, Nasyah amel amel Andadinata, Muhammad Faiq Renaldy Anderson, Kevin Andy Andy Andy Andy Anisah, Febri Nurul Annisa, Delfia Apriyanto Halim Ardhi, Setya Aripradono, Heru Wijayanto avaleska, avaleska bagus Mulyawan Banjarnahor, Jepri Bao, Nguyen P. G. BUDI UTOMO Candy Candy Cantik, Bella Koes Paulina Carles Juliandy Carrie, Kelvin Cen, Winnie Chai, Evelyn Chendra, Mikhael CINDY CINDY Claudia, Evelyn Cuandra, Fendy Darmawan, Mada Surya Delby Maharani Derry, Felix Deseka, Mentari Dewi, Mutiara Permata Puspita Donna Mesina Rosadini Pasaribu Dung, Pham C. T. Ellen Ellen Ellen Ellen Elsa, Umi Endang Sriwahyuni Erich Priestly Erick Erick Erika Erika Eryc Eryc Etha Etha EVELYN EVELYN Fandi Presly Simamora Fat, Joni Ferdiansyah Ferdiansyah Florenly, Florenly Florensa Rosani Purba Florentina Jasmine Florida Nirma Sanny Damanik Gracielan Giani Gunawan Gunawan Haris Wahyudi Harlim, Charity Hartanto, Yudi Hartati, Agung Triana Haryanto, Oda L.B. Hendrik Hagai Situmeang Hendy Wiliyan Herri Suba L. Tobing Heru Kurniawan Hery Haryanto Hery Haryanto, Kelvin Heryanto Heryanto Hesniati, Hesniati Hugeng Hugeng Ivander Luktio Jacelyin, Jacelyin Jasmine, Florentina Jefry Kosasih Jennifer Jennifer Johan , Johan Jonatan, Kendrik Jovianto, Jovianto Kabri Kabri Kabri, Kabri Kartika Suhada Kartono, Rico Katarina Y. V. Zebua Kennedy, Kalon Khie Khiong Kosasih, Jefry Kris Herawan Timotius Kristia Yuliawan Kurniawan, Ricky Andi Laulita, Nasar Buntu Leslie, Kellie Lilia, Wirda Lim, Nicholas Lina Lina liong, Saw Lovis Vernando Lulu Jola Uktolseja Marcello Marcello Marsella Wijaya Marsya Marsya Maulana, Azhar Meilyanti, Meilyanti Meirista Wulandari, Meirista Melda Agnes Manuhutu Melissa Melissa Melissa Melissa Melkyory Andronicus Melson Melson Merry Susanti Muhamad Dody Firmansyah Mu’azamsyah, Muhammad Nainggolan, Nora Pitri Nasyah Amanda Natasya Virginia Leuwol Nazila, Hiexmanatun Nelson, Alden Ng Poi Wong NK Nababan, Marlince Nyanasuryanadi, Partono Oktavina, Oktavina Partono Nyanasuryanadi Pram Eliyah Yuliana Pratama, Jimmy Prima, Argo Putra Priyambada, Agung Qadri, Rizni Aulia Raden Mohamad Herdian Bhakti Rahman, Joviki Rambe, Khairul Hawani Rano Ardiansyah Raymond Raymond Riche Riche Rico Lim Gestu Rinanda, Sevina Rio Ferdinand Rio, Marpaung Jones Riska Wulandari, Riska Rosyadi, Mohammad Eddy Salsabilla Febriatul Husna Samsir Samsir, Samsir Santy, Santy Saputra, Asron Saputra, Eko Murti Saputra, Eric Gilbert Selly Chandra Simarmata, Sarah Nakita Sinaga, Frans Mikael Sinurat, Stiven Hamonangan Sio Jurnalis Pipin Situmeang, Hendrik Hagai Sophya Hadini Marpaung Sri Deviyanti, I Gusti Ayu SRI RAHAYU Sri Yana Stefhani Susanto Steven Kosasih Sufiana, Sufiana Sugiyanto, Liem Bambang Suhatati Tjandra Sulistianingsih, Ranti Surjano, Irvan Suryani, Febdwi Susmanto, Susmanto Suyati - Suyono Saputra Syafitri, Ramdani Syamsuddin, Basili Nabil Tabita Tabita Tan, Frenkie Telussa, Kenneth Sebastian Thai, Calvina Tjan, Charles Tony Wibowo, Tony TRI SUTRISNO Tyas, Bonifacia Bulan Aruming Vedas Fernand Alianza Venny, Venny Verawati , Verawati Vernando, Lovis Vincent Pratama Vincent Vincent Vincent Vincent, Vincent Wahidin Wahab Welwen, Welwen Wijaya, Cindy D. Wiliyan, Hendy William Kok Willson, Willson Winardi, Sunaryo Winata, Jenry Winda Halim Winsen Basler Limriadi Wirda Lilia Wulan Sri Lestari Yandi Suprapto Yanti Yanti Yeni Ariesa Yesun Utomo Yudianto, Wahyu Yulfiswandi, Yulfiswandi Yuliana Yuliana Zai, Immanuel