JURNAL MANAJEMEN MOTIVASI
Vol 22 No 2 (2026): Jurnal Manajemen Motivasi

Puspita Pengaruh Ekuitas Merek, Brand Ambassador, Kepercayaan Merek, dan Kualitas Produk Terhadap Keputusan Pembelian Pada Pengguna Shopee

Wulandari, Putri Puspita (Unknown)
Rachmawati, Erny (Unknown)
Widyaningtyas, Dian (Unknown)
Fauziridwan, Meydy (Unknown)

Article Info

Publish Date
20 Aug 2026

Abstract

This study aims to analyze the influence of brand equity, brand ambassadors, brand trust, and product quality on purchasing decisions on the Shopee e-commerce platform. The method used in this study is quantitative. The participants in this study are Shopee users in Purwokerto who have used the Shopee e-commerce platform within the last 6 months. The sample size for this study was 125 respondents. Data were collected using a questionnaire and analyzed using SPSS 25. The results indicate that all four variables brand equity, brand ambassadors, brand trust, and product quality have a positive and significant effect on purchasing decisions.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

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

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...