PENGARUH BRAND AMBASSADRO,ELECTRONIC WORD OF MOUTH,DAN KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA PENGGUNA MARKETPLACE TOKOPEDIA DI KECAMATAN MAGETAN)

Lestari, Rizka Dwi, Farida, Umi and Purwaningrum, Titis (2023) PENGARUH BRAND AMBASSADRO,ELECTRONIC WORD OF MOUTH,DAN KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA PENGGUNA MARKETPLACE TOKOPEDIA DI KECAMATAN MAGETAN). Skripsi (S1) thesis, Universitas Muhammadiyah Ponorogo.

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Abstract

The development of the globalization era is marked by various kinds of changes, one of which is the development of technology engaged in the rapidly growing e-commerce sector, the Tokopedia marketplace. The more the population grows, the greater the desire to make purchasing decisions online without having to come to the store. The purpose of this study was to find out how the influence of brand ambassadors, electronic word of mouth, and product diversity on purchasing decisions for Tokopedia marketplace users in Magetan District. The researcher used a sample of 100 respondents who are users of the Tokopedia marketplace in Magetan District using a non-probability sampling technique with a purposive sampling approach. As for analyzing the data obtained using the validity test, reliability test, classic assumption test, t test and f test. The data analysis tool uses multiple linear regression and the coefficient of determination. All of these data were processed using SPSS version 26. The results obtained in this study were: 1) Brand Ambassadors did not have a positive and insignificant influence on Purchase Decisions, 2) Electronic Word of Mouth had a positive and significant influence on Purchase Decisions, 3) Product Diversity has a positive and significant influence on Purchase Decisions for Tokopedia marketplace users in Magetan District.

Item Type:	Thesis (Skripsi (S1))
Uncontrolled Keywords:	Brand Ambassador, Electronic Word of Mouth, dan Keragaman Produk, Keputusan Pembelian.
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Economic > Department of Management
Depositing User:	fe . userfe
Date Deposited:	09 Aug 2023 07:28
Last Modified:	09 Aug 2023 07:29
URI:	http://eprints.umpo.ac.id/id/eprint/11785

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