Pengaruh Promosi, Brand Ambassador, dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen Pada E-Marketplace Tokopedia di Kota Semarang - Sandjaya, Nabila Tesra (Jurnal Ekonomi dan Bisnis, 2025)
This research aims to analyze the influence of promotions, brand ambassadors, and service quality on consumer purchasing decisions on the Tokopedia e-marketplace in Semarang City. The population in this study were users of the Tokopedia e-marketplace application in the city of Semarang. This sample was determined using purposive sampling. Data processing analysis was obtained using the Statistical Package for the Social Sciences (SPSS) program. The results of the Statistical Package for the Social Sciences (SPSS) analysis show that promotion variables and service quality have a positive significant effect on consumer purchasing decisions on the Tokopedia e-marketplace in Semarang City. Meanwhile, the brand ambassador variable does not have a positive significant effect on consumer purchasing decisions on the Tokopedia e-marketplace in Semarang City. Penelitian ini bertujuan untuk menganalisis pengaruh promosi, brand ambassador, dan kualitas pelayanan terhadap keputusan pembelian konsumen di e-marketplace Tokopedia di Kota Semarang. Populasi pada penelitian ini adalah pengguna aplikasi e-marketplace Tokopedia di kota Semarang. Penentuan sampel ini menggunakan purposive sampling. Analisis pengolahan data diperoleh dengan menggunakan program Statistical Package for the Social Sciences (SPSS). Hasil analisis Statistical Package for the Social Sciences (SPSS) menunjukkan bahwa variabel promosi dan kualitas pelayanan berpengaruh positif signifikan terhadap keputusan pembelian konsumen di e-marketplace Tokopedia di Kota Semarang. Sedangkan variabel brand ambassador tidak berpengaruh positif signifikan terhadap keputusan pembelian konsumen di e-marketplace Tokopedia di Kota Semarang