Pengaruh Brand Ambassador, Brand Image, Promotion Dan Service Quality Terhadap Keputusan Pembelian (Pengguna Aplikasi E-commerce Shopee)

Abstract

This study aims to determine the effect of brand ambassadors, brand image, promotion and service quality on purchasing decisions on e-commerce Shopee. This type of research is quantitative. The object of this research is the students of FEB Muhammadiyah Metro University which is located in building C, Faculty of Economics and Business, University of Muhammadiyah Metro. The number of samples as many as 97 respondents. Based on the results of the study, it shows that the brand ambassador variable has an effect and is significant on purchasing decisions, the brand image variable has no effect and is not significant on purchasing decisions, promotion and service quality has an effect and is significant on purchasing decisions. Simultaneously the four variables have a significant and significant effect on purchasing decisions. Shopee is expected to optimize the use and display of more attractive brand ambassadors in Shopee advertisements. Shopee management must build good relationships with customers, make more attractive offers and improve the quality and performance of the Shopee shopping site.