Pengaruh Brand Ambassador Joe Taslim Dan Kepercayaan Terhadap Keputusan Pembelian Shopee Indonesia (Studi Kasus Pada Mahasiswa Universitas Islam Riau)

Rahman, Mardhotilla Annisa (2022) Pengaruh Brand Ambassador Joe Taslim Dan Kepercayaan Terhadap Keputusan Pembelian Shopee Indonesia (Studi Kasus Pada Mahasiswa Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

THE INFLUENCE OF JOE TASLIM BRAND AMBASSADOR AND TRUST ON PURCHASE DECISIONS SHOPEE INDONESIA (CASE STUDY OF RIAU ISLAMIC UNIVERSITY STUDENTS) BY MARDOTILLA ANNISA RAHMAN 185210494 ABSTRACT The purpose of this study is to see whether there is a significant influence between Brand Ambassador, Trust on Purchase Decisions at Riau Islamic University students. The sample in this study were students of the Islamic University of Riau who had shopped at Shopee Indonesia and knew that one of the Shopee Indonesia Brand Ambassadors was Joe Taslim with 100 respondents using the Lemeshow formula (1997). The sampling technique used in this study was the Porpusive Sampling and Snowball Sampling. The method for data processing uses data collection scale techniques, Multiple Liner Regression, Coefficient of Determination, partial T test, and simultaneous F test. From the results of the tests that have been carried out, it can be concluded that Brand Ambassador has a positive and significant effect on purchasing decisions, Trust has a positive effect and significant impact on purchasing decisions, and Brand Ambassador and Trust have a positive and significant impact on purchasing decisions.

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