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All Journal Jurnal Ilmiah Universitas Batanghari Jambi EKONOMIS : Journal of Economics and Business Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Siti Aminah
UPN "Veteran" Jawa Timur
Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Al-Kharaj: Jurnal Ekonomi, Keuangan

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Pengaruh NCT 127 Sebagai Brand Ambassador, Electronic Word of Mouth (e-WOM), dan E-Service Quality terhadap Keputusan Pembelian pada E-commerce Blibli.com Achmad Abdi Syarifudin; Siti Aminah
Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol 5 No 6 (2023): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Research and Strategic Studies Center (Pusat Riset dan Kajian Strategis) Fakultas Syariah IAI Nasional Laa Roiba

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (347.625 KB) | DOI: 10.47467/alkharaj.v5i6.3676

Abstract

This study discusses the influence of NCT 127 as a brand ambassador, electric word of mouth, and e-service quality on purchasing decisions in Blibli.com e-commerce. The independent variables in this study are brand ambassadors, electric word of mouth, and e-service quality while the dependent variable is the Blibli.com e-commerce purchasing decision. The research method used is quantitative research method with a total of 100 respondents obtained using random sampling method from the entire NCTzen population who are followers of the @Nctzenarea Instagram account. This study uses the Parliat Least Square (PLS) test tool and the results of this study indicate that brand ambassadors, electronic word of mouth, and e-service quality have a positive and significant effect on purchasing decisions in Blibli.com e-commerce. Keywords: Brand Ambassador ; Electric Word of Mouth ; E-Service Quality ; Purchase Decision
Co-Authors Achmad Abdi Syarifudin M. Fayumi Makhdum Mayangsari Mayangsari