Sagita, Corry (2020) PENGARUH ELECTRONIC WORD OF MOUTH, BRAND AMBASSADOR, DAN PERSEPSI NILAI TERHADAP KEPUTUSAN PEMBELIAN PADA TOKOPEDIA.COM. Skripsi thesis, IIB DARMAJAYA.
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Abstract
The phenomenon of online shopping is the impact of increasing internet usage. The stimulating factors of consumers in making purchasing decisions are the electronic word of mouth, brand ambassadors, and perceived value. The purpose of this study was to determine the effect of electronic word of mouth, brand ambassadors, the perceived value on purchase decisions of Tokopedia market place in Bandar Lampung. The method of this study used non-probability sampling using a purposive sampling technique with 180 respondents. The data analysis used Multiple Linear Regression. The result of this study showed that electronic word of mouth, brand ambassadors, the perceived value had an effect on purchase decisions both partially and simultaneously
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | 600 Teknologi - Ilmu terapan > 650 Manajemen |
| Divisions: | Skripsi/TA & PKPM/KP - Fakultas Ekonomi Bisnis > Prodi Manajemen |
| Depositing User: | Users 6 not found. |
| Date Deposited: | 03 Feb 2021 06:19 |
| Last Modified: | 03 Feb 2021 06:19 |
| URI: | http://repo.darmajaya.ac.id/id/eprint/2673 |
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