THE INFLUENCE OF PROMOTION, BRAND AWARENESS, AND BRAND AMBASSADORS ON PURCHASE DECISIONS ON THE SHOPEE MARKETPLACE
(Case Study of the Community of Jogosari Village, Pandaan District, Pasuruan Regency)
Main Article Content
Meilinda Chusnul Utari*
Sri Nuringwahyu
Dadang Krisdianto
This study aims to determine the effect of promotion, brand awareness, and brand ambassadors on purchasing decisions in the Shopee marketplace. This research method is quantitative with 100 respondents in Jogosari Village, Pandaan District, Pasuruan Regency with incidental sampling technique. Data analysis used multiple linear regression with the help of SPSS version 24 for windows. Based on the research results, the promotion variable has a significant effect on purchasing decisions (tstatistic 2.128 > ttable 1.984984). The brand awareness variable has a significant effect on purchasing decisions with a value (tstatistic 2.396 > ttable 1.984984). However, the brand ambassador variable has no significant effect on purchasing decisions (tstatistic 0.055 < ttable 1.984984).
Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing communications. Cengage Learning.
Anwar, H. (2014). Proses pengambilan keputusan untuk mengembangkan mutu madrasah. Nadwa: Jurnal Pendidikan Islam, 8(1), 37–56.
Ardhanari, M. (2012). Customer satisfaction pengaruhnya terhadap brand preference dan repurchase intention private brand. Jurnal Riset Ekonomi Dan Bisnis, 8(2), 58–69.
Dewi, R. M., & Hartono, T. (2019). E-Commerce Marketing Communication Strategies on Consumer Buying Interest. IOP Conference Series: Materials Science and Engineering, 662(3), 32013.
Firmansyah, M. A. (2019). Pemasaran Produk dan Merek: Planning dan Strategy. Penerbit Qiara Media.
Heryanto, I. (2015). Analisis pengaruh produk, harga, distribusi, dan promosi terhadap keputusan pembelian serta implikasinya pada kepuasan pelanggan. Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal), 9(2).
Kompas. (2021). Persaingan E-commerce Ketat, Shopee Unggul dalam Jumlah Kunjungan Pelanggan. Kompas.Com. https://money.kompas.com/read/2021/10/08/145757126/persaingan-e-commerce-ketat-shopee-unggul-dalam-jumlah-kunjungan-pelanggan?page=all
Kotler, P., & Amstrong, G. (2014). Principles of Marketing (15th ed.). Pearson Education.
Putri, S. M., Yuliniar, Y., & Sembiring, R. C. (2021). Analisis Brand Switching Pada Online Marketplace Shopee Oleh Generasi Z. Konferensi Riset Nasional Ekonomi Manajemen Dan Akuntansi, 2(1), 1694–1708.
Sabdosih, Z. (2013). Pengaruh Variabel Celebrity Endorser terhadap citra merek L’oreal (Studi produk L’oreal paris total repair di fakultas ekonomi dan bisnis Universitas Brawijaya). Jurnal Ilmiah Mahasiswa FEB, 1(2).
Tjiptono, F. (2019). Strategi pemasaran.
Widyaningrum, P. W. (2017). Pengaruh label halal dan celebrity endorser terhadap keputusan pembelian (Survei pada konsumen Wardah di Ponorogo). JESI (Jurnal Ekonomi Syariah Indonesia), 6(2), 83–98.
Widyastuti, S. (2017). Manajemen komunikasi pemasaran terpadu. FEB-UP Press.
Wijaya, D. (2020). Marketplace pedia. LAKSANA.
