Pengaruh Brand Ambassador dan Tagline Terhadap Keputusan Pembelian Pengguna Marketplace Shopee

Abstract

The development of technology and information at this time creates a new lifestyle among the people. This study aims to determine the effect of brand ambassadors and the Shopee tagline on purchasing decisions for Shopee marketplace users. This study used primary and secondary data, the sample data collection technique in this study used a purposive sampling technique using the slovin formula with a total sample of 92 respondents, but because the sample in this study was less than 100, all populations were sampled so that the number of samples in the study This amounted to 120 respondents. The data analysis technique in this study was using questionnaire data assisted in data processing using SPSS, which is directed to answer the problem formulation or hypothesis that has been formulated in this study as well as to examine the relationship between brand ambassador and tagline variables on purchasing decisions. Results This research shows that brand ambassadors do not have a positive effect on purchasing decisions, taglines have a positive effect on consumer decisions, brand ambassadors and taglines have a positive effect on purchasing decisions on the Shopee marketplace.