International Journal of Management Science and Information Technology (IJMSIT)
Vol. 3 No. 1 (2023): January - June 2023

Analysis of the Influence of Brand Ambassadors and Promotions on Product Purchasing Decisions at Shopee (On Shopee Application Users in Sukoharjo Regency)

Jayusman, Nugroho (Unknown)
Dwi Lestari, Wuryaningsih (Unknown)
Permatasari, Qisthoni (Unknown)

Article Info

Publish Date
09 May 2023

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.

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Journal Info
International Journal of Management Science and Information Technology (IJMSIT)
Website

Abbrev

IJMSIT

Publisher

Lembaga Komunitas Informasi Teknologi Aceh

Subject

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

Description

The development of science related to good technology, information, and communication, both theoretically and empirically has proven to have a positive impact on various aspects of people lives. The development of the science of Information and Communication Technology provides many benefits to ...