The Influence of the Beyond The Scene (BTS) Brand Ambassador and Price on Purchasing Decisions on Tokopedia (Survey of Pekanbaru UMRI Students)

Fatmawati Fatmawati, Intan Diane Binangkit, Wan Laura Hardilawati, Fitri Ayu Nofirda

Abstract


This research aims to examine the influence of Brand Ambassadors on purchasing decisions and the influence of price on purchasing decisions. This research is quantitative research and this research uses primary data obtained through questionnaires. The research population was users of the Tokopedia application among students at Muhammadiyah University, Riau. The sampling technique is a purposive sampling technique. The samples obtained were 120 questionnaires. Data analysis uses multiple linear regression analysis which is processed using SPSS version 25 software. The results of this research show that brand ambassadorship and price influence purchasing decisions on Tokopedia.


Keywords


Brand Ambassador, Price, Purchase Decision

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References


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DOI: https://doi.org/10.30596/miceb.v1i0.479

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