Pengaruh Promosi, Brand Ambassador Terhadap Minat Beli Konsumen Yang Berdampak Pada Keputusan Pembelian Produk Bagi Pengguna Tokopedia Pada Mahasiswa/I Uinsu)

Siregar, Lisma Yana and Nasution, Muhammad Irwan Padli (2022) Pengaruh Promosi, Brand Ambassador Terhadap Minat Beli Konsumen Yang Berdampak Pada Keputusan Pembelian Produk Bagi Pengguna Tokopedia Pada Mahasiswa/I Uinsu). Jurnal Ilmiah Manajemen Bisnis Dan Inovasi, 9 (3). ISSN 2621-2331

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Abstract

The purpose of this study was to determine the effect of promotion, brand ambassador on consumer buying interest which has an impact on product purchase decisions for Tokopedia users. This type of research is quantitative with a survey method. Data obtained by distributing questionnaires to respondents. Respondents in this study were students of the State Islamic University of North Sumatra as many as 100 respondents. The method used in this study is analysis multiple linear regression using SPSS version 26. The results show that promotion has a positive and significant effect on buying interest. Brand ambassador has a positive and significant effect on buying interest. Purchase intention has a positive and significant effect on purchasing decisions. Promotion has a positive and significant effect on purchasing decisions. Brand ambassador has a positive and significant effect on purchasing decisions. Buying interest is able to mediate the influence of promotion on purchasing decisions. Buying interest is able to mediate the influence of brand ambassadors on purchasing decisions.

Jenis Item:	Artikel
Subjects:	300 Social sciences > 304 Factors affecting social behavior
Divisions:	Artikel (Jurnal, Koran, Majalah)
Pengguna yang mendeposit:	Ms Novita Sari
Date Deposited:	30 Mar 2023 05:11
Last Modified:	30 Mar 2023 05:11
URI:	http://repository.uinsu.ac.id/id/eprint/18358

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