International Journal Administration, Business & Organization
Vol 4 No 1 (2023): IJABO

Pengaruh Brand Ambassador Terhadap Keputusan Pembelian pada TikTok Shop di Kalangan Mahasiswa Bandung Raya, Indonesia

Safitri, Dwiyanti Budi (Unknown)

Article Info

Publish Date
27 Apr 2023

Abstract

This research aims to understand and analyze the impact exerted by Brand Ambassadors on purchasing decisions on TikTok Shop among students in the Greater Bandung area, Indonesia. Using primary data collected through the distribution of questionnaires to 110 respondents, employing a quantitative descriptive research method, and analyzing the questionnaire data descriptively, correlatively, hypothesis testing, and normality using IBM SPSS 26 software. The results of this study indicate that brand ambassadors have an influence on purchasing decisions on TikTok Shop, with a total influence of 44.1%, as "quite influential”.

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Journal Info
International Journal Administration, Business & Organization
Website

Abbrev

ijabo

Publisher

Asosiasi Ahli Administrasi Indonesia

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

Description

International Journal Administration Business and Organization (IJABO) is an international peer-reviewed scientific journal with open access, publishing high quality conceptual and measure development articles in the areas of management, business administration, and related disciplines. IJABO ...