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All Journal Jurnal Ekonomi ProBisnis : Jurnal Manajemen
Merry M. Pelupessy
Pattimura University
Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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The Influence of Life Style, Product Diversity and Sales Promotions on Purchasing Decisions among Shopee Online Store Customers in Ambon City Merry M. Pelupessy; Erlinda Tehuayo; Putri A. Jihan Dini
ProBisnis : Jurnal Manajemen Vol. 14 No. 4 (2023): August: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62398/probis.v14i4.346

Abstract

The research uses associative research, namely a type of research that aims to analyze the relationship between one variable and other variables. The population in this research is consumers who have made purchases at the Shopee online store. The sample in this research was 100 respondents. The sampling method uses purposive sampling, which is adjusted to the research objectives or problems with the criteria of consumers who are active and have made purchases using the Shopee application. The data collection tool uses a questionnaire which has been tested for validity and reliability and then tests the quality of the data by assessing the outer model or measurement model and the inner model or structural model which is calculated using PLS, and the analysis method in this research uses the Partial Lest Square (PLS) analysis method. The results of this research show that Lifestylepositive influence onbuying decisiononShopee online shop in Ambon City, Product Diversity noinfluence onbuying decisiononShopee online store in Ambon City, and Sales Promotionspositive influence onbuying decision onShopee online shop in Ambon City.
Product Quality, Ambassador Brand and Advertisement on the Decision to Purchase Wardah Facial Cleansing Soap in Ambon City Erlinda Tehuayo; Merry M. Pelupessy; Faradilla Basalamah
ProBisnis : Jurnal Manajemen Vol. 14 No. 4 (2023): August: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62398/probis.v14i4.349

Abstract

This study aims to determine the effect of product quality, brand ambassadors and advertising on purchasing decisions to purchase Wardah facial cleansing soap in Ambon City. This research is a quantitative descriptive research. the population in this study were consumers of warda facial cleansing soap and the number of samples was 106 respondents. By using a questionnaire as a data collection tool. Sampling using non probability sampling technique with purposive sampling method. The data analysis method used is Multiple Linear Regression. Based on the results of the multiple regression test, it shows that the product quality variable has a positive and significant influence on the purchasing decision variable. Furthermore, the brand ambassador variable has a positive and significant influence on purchasing decisions and the advertising variable has a positive and significant influence on purchasing decisions.
INFLUENCE ECOMMERCE ON TOKOPEDIA BRAND PERFORMANCE: THE ROLE OF BRAND AWARENESS DIFFERENTIATION ADVANTAGES Merry M. Pelupessy; Etvin Rizal Tamher; Vanessa Bakarbessy
Jurnal Ekonomi Vol. 12 No. 04 (2023): Jurnal Ekonomi, 2023
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This research discusses how E-commerce affects brand performance on Tokopedia with brand awareness differentiation as a mediating variable. The purpose of this research is to test and analyze the influence of brand awareness differentiation mediating brand ambassadors and the Korean wave on Tokopedia brand performance. The large research population meant that the sample was narrowed down using Hair calculations which made the research sample total 80 people, with the sampling technique used being non-probability sampling technique and the method used was purposive sampling. The analysis test tool used is SmartPLS 3.0 with the SEM (Structural Equation Modeling) analysis method. The results of this research show that brand ambassadors have a negative but not significant effect on brand awareness differentiation, Korean wave has a negative but significant effect on brand awareness differentiation, and brand awareness differentiation has a positive but not significant effect on brand performance.
Co-Authors Erlinda Tehuayo Etvin Rizal Tamher Faradilla Basalamah Putri A. Jihan Dini Vanessa Bakarbessy