Published: 2023-05-09

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

DOI: 10.35870/ijmsit.v3i1.1077

Nugroho Jayusman, Wuryaningsih Dwi Lestari, Qisthoni Permatasari
  • Nugroho Jayusman: Muhammadiyah University of Surakarta , Indonesia . image/svg+xml
  • Wuryaningsih Dwi Lestari: Muhammadiyah University of Surakarta , Indonesia . image/svg+xml
  • Qisthoni Permatasari: Muhammadiyah University of Surakarta , Indonesia . image/svg+xml
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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.

Keywords

Brand Ambassador ; Promotion ; Purchase Decision

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Jayusman, N., Dwi Lestari, W., & Permatasari, Q. (2023). Analysis of the Influence of Brand Ambassadors and Promotions on Product Purchasing Decisions at Shopee (On Shopee Application Users in Sukoharjo Regency). International Journal of Management Science and Information Technology, 3(1), 101-107. https://doi.org/10.35870/ijmsit.v3i1.1077
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This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 3 No. 1 (2023)

  • Section: Articles

  • Published: %750 %e, %2023

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Author Biographies
Nugroho Jayusman
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Management Study Program, Faculty of Economics dan Business

Wuryaningsih Dwi Lestari
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Management Study Program, Faculty of Economics dan Business

Qisthoni Permatasari
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Management Study Program, Faculty of Economics dan Business

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