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All Journal International Journal of Management Science and Information Technology (IJMSIT)
Jayusman, Nugroho
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis of the Influence of Brand Ambassadors and Promotions on Product Purchasing Decisions at Shopee (On Shopee Application Users in Sukoharjo Regency) Jayusman, Nugroho; Dwi Lestari, Wuryaningsih; Permatasari, Qisthoni
International Journal of Management Science and Information Technology Vol. 3 No. 1 (2023): January - June 2023
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v3i1.1077

Abstract

This study aims to analyze whether there is an influence of brand ambassadors and promotions on purchasing decisions for Shopee application users in the Sukoharjo area. The data used for analysis is primary data. Obtaining data by distributing questionnaires was then processed by multiple regression using SPSS. The results of the Hypothesis Test show that Brand Ambassador (X1) has no significant effect on product purchasing decisions at Shopee, after that Promotion (X2) has a significant positive effect on product purchasing decisions at Shopee. Testing these two variables shows different results and it can be concluded that brand ambassadors do not influence product purchasing decisions at Shopee. Conversely, promotions have a positive effect on product purchasing decisions at Shopee for Shopee application users in Sukoharjo Regency.
Co-Authors Dwi Lestari, Wuryaningsih Permatasari, Qisthoni