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Pengaruh Viral Marketing Dan Brand Ambassador Terhadap Keputusan Pembelian Pengguna E-Commerce Shopee (Survey Konsumen Pada Mahasiswa Universitas Riau)

The aim of this research is to determine and analyze the influence of viral marketing (X1) and brand ambassadors (X2) on purchase decisions (Y) of Shopee e-commerce users (consumer survey of Riau University students). The data sources used in this research are primary data and secondary data. Primary data was obtained directly from the subjects studied through distributing online questionnaires. Secondary data from this research was obtained by researchers through literature study and data obtained from the media, articles, other news that discussed this research. The sample taken in the research was 100 respondents from Riau University students who used Shopee e-commerce. This research method is a quantitative method. Based on the results of partial analysis, viral marketing has a positive influence on purchasing decisions. Based on the results of partial analysis, brand ambassadors have a positive influence on purchasing decisions. Meanwhile, the F test shows that there is a simultaneous relationship between variables X and Y because the value of Fcount > Ftable. The R Square result is 0.539. This value shows that 53.9% of viral marketing and brand ambassador variables have a positive influence on purchasing decisions of Shopee e-commerce users (consumer survey of Riau University students) and the remaining 46.1% comes from other variables that were not studied.

Keywords: Viral Marketing, Brand Ambassador, Purchase Decision

Ketersediaan
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Perpustakaan Universitas Riau 2001113460
2001113460
Tersedia
Informasi Detail
Judul Seri
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No. Panggil
2001113460
Penerbit
Pekanbaru : Universitas Riau FISIPOL Administrasi Bisnis.,
Deskripsi Fisik
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Bahasa
Indonesia
ISBN/ISSN
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Klasifikasi
2001113460
Tipe Isi
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Tipe Media
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Tipe Pembawa
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Edisi
-
Subjek
Ilmu Administrasi Bisnis
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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