THE INFLUENCE OF BRAND AMBASSADOR, TRUST, PRICE AND PRODUCTS ON PURCHASE DECISIONS AT SHOPEE INDONESIA (CASE STUDY ON PEKANBARU STUDENTS)

Damra Gusdaputra, Awliya Afwa, Asril Asril, Nia Anggraini

Abstract


ABSTRACT

Shopee is a popular online shopping platform in Indonesia. This platform offers a wide range of products from various sellers, including products specifically targeted towards students. This research was conducted to find out whether there is an Influence of Brand Ambassador, Trust, Price and Product on Purchasing Decisions (case study in Pekanbaru students). The object of this study is Shopee Indonesia with an active student population of universities in Pekanbaru (UNRI, UIR, UMRI, UNILAK and UIN) who have worked at Shopee Indonesia with a sample of 198 people. The sampling technique, namely by  using simple random sampling  using snowball sampling data collection techniques,  the results of this study show that Brand Ambassador and  Trust do not have  a significant effect on purchasing decisions at Shopee Indonesia by Pekanbaru students, while Prices and Products have a significant influence on purchasing decisions on Shopee Indonesia by Pekanbaru students. This research is conducted due to the shift in Indonesian society's shopping behavior, from traditional shopping behavior to digitalization with online buy and sell transactions. The implication of the results of this research is the importance of Shopee providing quality products at prices that meet the desires and target market.

Keywords: Brand Ambassador, Trust, Pricing, Products, and Purchasing Decisions

 


Full Text:

PDF

References


Abdullah,Thamrin,and Francis Tantri.2012.†MANAJEMEN PEMASARAN.â€Jakarta: PT Raja Grafindo persada

Armstrong, Kotler 2015, “Marketing an Introducing Pretiece Hall twelfth editionâ€, England : Pearson Education, Inc

Asri, Marwan.2014.“MARKETING.†Yogyakarta: BPFE – LMP2M AMP – YKPN.

Awliya Afwa, Samsir dan Lilis Sulistyowati Program. 2014. “ANALISIS PENGARUH PERSEPSI TEKNOLOGI, PERSEPSI RESIKO TERHADAP KEPERCAYAAN DAN DAMPAKNYA TERHADAP KEPUASAN BELANJA ONLINE MAHASISWA DI PEKANBARU.†Jurnal Ekonomi 22(September): 16–32.

Bhattacharya, Saptarshi, Rajendra Prasad Sharma, dan Ashish Gupta. 2022. “Does e-retailer’s country of origin influence consumer privacy, trust and purchase intention?†Journal of Consumer Marketing (August).

Cheah, Jun Hwa et al. 2020. “Price image and the sugrophobia effect on luxury retail purchase intention.†Journal of Retailing and Consumer Services 57(March): 102188. https://doi.org/10.1016/j.jretconser.2020.102188.

Digdowiseiso, Kumba. 2017. 1 Universitas Pendidikan Indonesia Metode Penelitian Ekonomi dan Bisnis.

Firmansyah, Anang. 2018. “Perilaku Konsumen (Perilaku konsumen).†Jurnal Agora 5 No.(september): 5–299.

———. 2019. “Buku Pemasaran Produk dan Merek.†Buku Pemasaran Produk dan Merek (August): 336.

Firmansyah, Hamdan et al. 2014. 7 Paper Knowledge . Toward a Media History of Documents Teori Marketing.

Ghozali, Imam. 2013. “Aplikasi Analisis Multivariate dengan Program SPSS.†4(4): 1–10.

Kok, William et al. 2018. “The Role of Brand Ambassador, Event Marketing and Digital Marketing on Purchase Decisions User Shopee.†Budapest International Research and Critics Institute-Journal (BIRCI-Journal) 4(3): 4804–14.

Kotler, Philip. 2018. Essentials of Management for Healthcare Professionals Marketing Management.

Nurhasanah, Febrina Mahliza, Lucky Nugroho, dan Yananto Mihadi Putra. 2021. “The Effect of E-WOM, Brand Trust, and Brand Ambassador on Purchase Decisions at Tokopedia Online Shopping Site.†IOP Conference Series: Materials Science and Engineering 1071(1): 012017.

Priyono. 2016. METODE PENELITIAN KUANTITATIF. https://www.ptonline.com/articles/how-to-get-better-mfi-results.

Rakib, Md. Rakibul Hafiz Khan et al. 2022. “Factors affecting young customers’ smartphone purchase intention during Covid-19 pandemic.†Heliyon 8(9): e10599.

Rukminingsih, Gunawan Adnan, dan Mohammad Adnan Latief. 2020. 53 Journal of Chemical Information and Modeling Metode Penelitian Pendidikan. Penelitian Kuantitatif, Penelitian Kualitatif, Penelitian Tindakan Kelas.

Siti, Romla, dan Ratnawati Alifah. 2018. “Keputusan Pembelian E-Commerce.†19: 59–70.

Sugiyono. 2018. Metode Penelitian Kuantitatif Kualitatif Sugiyono Metode Penelitian Kuantitatif Kualitatif.

Wicaksana, Arif. 2016. “PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN ONLINE SHOPING DI AEGYO.CO.†Https://Medium.Com/ (tahun). https://medium.com/@arifwicaksanaa/pengertian-use-case-a7e576e1b6bf.

Yamin, Sofyan. 2022. ebook SmartPLS 34.




DOI: https://doi.org/10.31846/jae.v11i1.591

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

e-Jurnal Apresiasi Ekonnomi Indexed by:

 

        Â