Pengaruh brand ambassador dan brand image terhadap keputusan pembelian di shopee dengan mediasi brand awareness (original) (raw)
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Sales and marketing of goods or services using electronic systems will be very developed at this time, which can be seen from the rise of e-commerce platforms that have sprung up, especially in Indonesia. One of them is the Shopee e-commerce platform. This study was conducted to see the effect of the independent variables, namely brand awareness and brand image, on purchasing decisions, which are the dependent variables. The study used multiple linear regression analysis and tested classical assumptions through the SPSS version 21 application. by distributing a questionnaire form online and obtaining as many as 100 answers from various shoppers in West Sumatra. The results of the study partially show that the two variables, namely brand awareness and brand image, have a positive and significant influence on purchasing decisions. Likewise, brand awareness and brand image have a positive and significant influence on purchasing decisions.
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Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh brand image terhadap keputusan pembelian, untuk mengetahui dan menganalisis pengaruh brand awareness terhadap keputusan pembelian, dan untuk mengetahui dan menganalisis pengaruh brand image dan brand awareness terhadap keputusan pembelian produk helm LTD (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Sumatera Utara). Pendekatan yang digunakan dalam penelitian ini adalah pendekatan asosiatif. Populasi dalam penelitian ini adalah keseluruhan Mahasiswa FEB UMSU dan sampel yang digunakan dalam penelitian ini adalah 100 orang dengan menggunakan accidental sampling. Teknik pengumpulan data dalam penelitian ini menggunakan angket. Teknik analisis data dalam penelitian ini menggunakan Regresi Linear Berganda, Uji Asumsi Klasik, Uji t dan Uji F, dan Koefisien Determinasi. Pengolahan data dalam penelitian ini menggunakan program software SPSS (versi 24.00). Secara parsial diketahui bahwa brand image memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Secara parsial diketahui bahwa brand awareness memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan diketahui brand image dan brand awareness memiliki pengaruh signifikan terhadap keputusan pembelian.