Arya Bintang, V Resgyansyah (2023) PENGARUH BRAND AMBASSADOR, TAGLINE, WOM, TANGIBLE DAN ASSURANCE TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE PADA IBU RUMAH TANGGA DI KABUPATEN JEMBER. Skripsi thesis, INSTITUT TEKNOLOGI DAN SAINS MANDALA.

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Abstract

ABSTRACT INFLUENCE OF BRAND AMBASSADOR, TAGLINE, WOM, TANGIBLE AND ASSURANCE ON PURCHASE DECISIONS AT SHOPEE FOR HOUSEHOLD MOBILE IN JEMBER DISTRICT Technological developments are currently growing so that the competition in the industrial world is also getting tougher. One form of this development is the existence of E-commerce or electronic commerce such as Shopee. This research was conducted to find out whether brand ambassadors, taglines, WOM (Word Of Mouth), tangibles and assurance affect purchase decisions at Shopee for housewives in Jember Regency. The results of his research, namely brand ambassadors, taglines, assurance, have no partial effect on purchasing decisions. While WOM (Word Of Mouth), tangible partially direct influence on purchasing decisions. For the five variables, namely brand ambassadors, tagline, WOM, tangible and assurance, they have a simultaneous effect on purchasing decisions. Keywords : Brand Ambassador, Tagline, WOM, Tangible, Assurance, Purchase Decision, Shopee

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	08 Feb 2025 02:32
Last Modified:	08 Feb 2025 02:32
URI:	http://repo.itsm.ac.id/id/eprint/900

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