Business Management Research
Vol 1, No 1 (2022): January 2022

Analisis Pengaruh Brand Ambasador terhadap Keputusan Pembelian di Lazada

Widiawati, Diah (Unknown)
Wicaksono Sudjarwo, Aleksius Bondan (Unknown)
Suprayitno, Adi (Unknown)

Article Info

Publish Date
21 Jan 2022

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

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Journal Info
Business Management Research
Website

Abbrev

bismar

Publisher

Universitas Merdeka Malang

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Business Management Research (Bismar) is a periodical issue containing information and analysis related to management science and business. This journal is of a popular scientific nature that includes both theoretical and empirical research. This journal focuses on the development of management ...