Baringbing, Ryan Rafles (2024) Pengaruh Brand Ambassador Isyana Sarasvati dan Kepercayaan terhadap Keputusan Pembelian Pada E-commerce Lazada Indonesia (Studi Kasus pada Mahasiswa Feb Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

This research aims to determine and analyze the influence of Brand Ambassador Isyana Sarasvati and Trust on Lazada Indonesia Purchasing Decisions (Case Study of Active Students at Riau Islamic University). The sample size in this study was 100 respondents. The types and sources of data are primary and secondary data, while data collection techniques use interviews, questionnaires and documentation. The data analysis technique used in this research is multiple linear regression testing with the help of SPSS version 26 software. The results of this research show that Brand Ambassador Isyana Sarasvati and Trust in Purchasing Decisions on Lazada Indonesia E-Commerce (Case Study of Active Students at Riau Islamic University ). Keywords: Brand Ambassador, Trust, Purchase Decision

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