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All Journal Pendidikan Bahasa Indonesia Majalah Ilmiah Bijak Journal of Research in Social Science and Humanities Husnayain Business Review e-Jurnal Apresiasi Ekonomi International Journal of Management Analytics (IJMA) Current Issues In Counseling Educandumedia: Jurnal Ilmu Pendidikan dan Kependidikan Jurnal Pengabdian Masyarakat ISEI
Nia Anggraini
Fakultas Tarbiyah IAIN Raden Fatah
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Journal : e-Jurnal Apresiasi Ekonomi

 1 
THE INFLUENCE OF BRAND AMBASSADOR, TRUST, PRICE AND PRODUCTS ON PURCHASE DECISIONS AT SHOPEE INDONESIA (CASE STUDY ON PEKANBARU STUDENTS) Gusdaputra, Damra; Afwa, Awliya; Asril, Asril; Anggraini, Nia
Jurnal Apresiasi Ekonomi Vol 11, No 1 (2023)
Publisher : Institut Teknologi dan Ilmu Sosial Khatulistiwa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31846/jae.v11i1.591

Abstract

ABSTRACTShopee is a popular online shopping platform in Indonesia. This platform offers a wide range of products from various sellers, including products specifically targeted towards students. This research was conducted to find out whether there is an Influence of Brand Ambassador, Trust, Price and Product on Purchasing Decisions (case study in Pekanbaru students). The object of this study is Shopee Indonesia with an active student population of universities in Pekanbaru (UNRI, UIR, UMRI, UNILAK and UIN) who have worked at Shopee Indonesia with a sample of 198 people. The sampling technique, namely by  using simple random sampling  using snowball sampling data collection techniques,  the results of this study show that Brand Ambassador and  Trust do not have  a significant effect on purchasing decisions at Shopee Indonesia by Pekanbaru students, while Prices and Products have a significant influence on purchasing decisions on Shopee Indonesia by Pekanbaru students. This research is conducted due to the shift in Indonesian society's shopping behavior, from traditional shopping behavior to digitalization with online buy and sell transactions. The implication of the results of this research is the importance of Shopee providing quality products at prices that meet the desires and target market.Keywords: Brand Ambassador, Trust, Pricing, Products, and Purchasing Decisions 
Co-Authors Adrian, Muhammad Afwa, Awliya Ahunaya, Dea Alhempi, R. Rudi ASRIL ASRIL Azzahra, Siti Bilqis Rasya Darnilawati Darnilawati Febrina, Liga Gusdaputra, Damra Hartini Agustiawati, Hartini Husni, Na'imatul Lubis, Ramadan Lussianda, Erfa Okta Muhammad Fahrozi, Muhammad Mutia Ulfah Nefrida Nefrida, Nefrida Novasyari, Ressy Octarina, Hani Rahmadansya Rahmadansya Risnawati Risnawati Saputri, Marlinda Satriadi, Satriadi Sembiring, Rizki khairunisa Sihotang, Ayu Saniah Wirsal Chan Wulandari, Yesi Zain, Irsyadi