Pengaruh Service Quality,Citra Merek,Dan Brand Ambassador Terhadap Keputusan Pembelian
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Institusion
Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah
Author
Adeliana, Anisa Desti
Subject
HB Economic Theory
Datestamp
2024-04-01 02:26:37
Abstract :
In the current era of globalization, the use of information technology has become a major influence in people's daily lives. With the advent of various online buying and selling platforms, also known as e-commerce, entrepreneurs are trying their best to attract their customers. One component that is very important for the success of a business is the quality of service. The quality of new services, especially web-based services, is an important step. In addition, the high quality of e-service and good brand reputation influence the components of high purchasing decisions. Due to the large number of competitors, the number of visitors is increasing and decreasing, according to Tokopedia data. The purpose of this study is to determine Service Quality, Brand Image, and Brand Amabassador as independent variables that influence purchasing decisions. This research was conducted on students in Semarang City as many as 100 students. The data processed is primary data with special criteria. The data analysis models used are Validity Test, Classical Assumption Test, Reliability Test, and Multiple Linear Test with the data processing program SPSS'25. The results showed that Service Quality had an insignificant effect on Purchasing Decisions, while Brand Image, and Brand Ambassadors had a significant influence on purchasing decisions. Keywords: Service Quality, Brand Image, Brand Ambassador, and Purchase Deci
In the current era of globalization, the use of information technology has become a major influence in people's daily lives. With the advent of various online buying and selling platforms, also known as e-commerce, entrepreneurs are trying their best to attract their customers. One component that is very important for the success of a business is the quality of service. The quality of new services, especially web-based services, is an important step. In addition, the high quality of e-service and good brand reputation influence the components of high purchasing decisions. Due to the large number of competitors, the number of visitors is increasing and decreasing, according to Tokopedia data. The purpose of this study is to determine Service Quality, Brand Image, and Brand Amabassador as independent variables that influence purchasing decisions. This research was conducted on students in Semarang City as many as 100 students. The data processed is primary data with special criteria. The data analysis models used are Validity Test, Classical Assumption Test, Reliability Test, and Multiple Linear Test with the data processing program SPSS'25. The results showed that Service Quality had an insignificant effect on Purchasing Decisions, while Brand Image, and Brand Ambassadors had a significant influence on purchasing decisions. Keywords: Service Quality, Brand Image, Brand Ambassador, and Purchase Deci
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