PENGARUH BRAND AMBASSADOR, MINAT BELI, DAN TESTIMONI TERHADAP KEPUTUSAN PEMBELIAN

(Studi Pada Situs Jual Beli Online Shop Shopee Indonesia di Universitas Budi Luhur Periode Februari – April 2018)

Abstract

Along with the high number of internet users in Indonesia which is growing rapidly now makes several companies take advantage of the internet role to establish an online shop-based business that is easily used and accessed by only accessing via the website or application with the help of internet connections, one of which is selling sites buy online named Shopee. In 2018 the Shopee company was actively promoting its online shop buying and selling sites by offering several cheap, quality, and attractive products with the help of the role of its brand ambassadors such as Prilly Latuconsina and Maxime Boutier. The purpose of this study is none other than to find out the effect of brand ambassadors (X1), Buying Interests (X2), and Testimonials (X3) on Purchase Decisions (Y) on Shopee online shop buying and selling sites with a case study on 2014 management active students in Budi Luhur University, South Jakarta. The sample in this study were 78 respondents taken using simple random sampling. The research instrument used as a measuring instrument in this study was in the form of a questionnaire and assisted by a Likert scale. This research is a descriptive type of research, namely research that describes objects related to general decision making. The study was used to analyze the results of respondents' answers to the questionnaire given. Then the data is processed using SPSS 23. The results of multiple regression analysis Y = 2.338 + 0.394 X1 + 0.318 X2 + 0.323 X3 + e. all independent variables (Brand Ambassador, Buying Interest and Testimony) have a positive and significant effect on the dependent variable (Purchasing Decision). This is evidenced by the results of the t test where the significant value of each independent variable is dependent below 0.05.