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All Journal Business Management Research
Wicaksono Sudjarwo, Aleksius Bondan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Pengaruh Brand Ambasador terhadap Keputusan Pembelian di Lazada Widiawati, Diah; Wicaksono Sudjarwo, Aleksius Bondan; Suprayitno, Adi
Business Management Research Vol 1, No 1 (2022): January 2022
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/bismar.v1i1.7332

Abstract

This study aims to examine the influence of brand ambassadors on purchasing decisions at Lazada. This type of research is explanatory research through a quantitative approach. Data collection was obtained through the distribution of online questionnaires to Economics and Business students at University of Merdeka Malang who had purchased and seen Lee Min Hoo's version of Lazada advertisement. The questionnaires collected were 70 questionnaires. The analytical method used is descriptive analysis and multiple linear regression analysis to test the hypothesis using SPSS 25 software. in purchasing decisions at lazada. The credibility variable has the biggest influence on product purchasing decisions at Lazada
Co-Authors Adi Suprayitno, Adi Widiawati, Diah