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All Journal JURNAL ADMINISTRASI BISNIS JAAF (Journal of Applied Accounting and Finance) TECHNOBIZ : International Journal of Business Manajemen Bisnis Journal Social Science And Technology For Community Service Jurnal Abdi Masyarakat Indonesia Salam (Islamic Economics Journal) COMMENT: Journal of Community Empowerment Journal Strategy of Management and Accounting Through Research and Technology (SMART) Journals of Economics and Business Journal of Engineering and Information Technology for Community Service Jurnal Administrasi Bisnis Jurnal REKOMEN (Riset Ekonomi Manajemen)
Almira Devita Putri
Universitas Teknokrat Indonesia
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Journal : JURNAL ADMINISTRASI BISNIS

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Peran Brand Ambassador dan Tagline “Gratis Ongkir” Shopee Terhadap Keputusan Pembelian Shopee Pada Generasi Z di Kota Bandar Lampung Intan Nabila Azahra; Almira Devita Putri
JURNAL ADMINISTRASI BISNIS Vol. 13 No. 2 (2023): Oktober
Publisher : Universitas Sam Ratulangi

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Abstract

The research aims to determine whether or not brand ambassadors and taglines in Bandar Lampung City play a role in the buying habits of Generation Z. This research uses a quantitative approach. The respondents of this research are Gen Z in Bandar Lampung City who are Shopee users who have seen and are familiar with the Blackpink brand ambassador and Shopee's "Free Shipping" tagline in Bandar Lampung City. A total of 130 people were surveyed for this research sample. Non-probability sampling is used in this method. This research utilizes primary data collected by distributing questions online on Google. Multiple Linear Regression is used as a data analysis method. The linear regression results show the positive role of two variables on purchasing decisions. Apart from that, hypothesis testing shows that it was partially found that brand ambassadors and taglines play a positive and significant role in purchasing decisions. Meanwhile, simultaneously the brand ambassador and tagline play a significant role in purchasing decisions.
Co-Authors Achmad Ghazali Ade Dwi Putra Agung Juliansyah Anton Pratama Berlintina Permatasari Bunga Yusparipurna Defia Riski Anggarini Defia Riski Anggarini Dhiona Ayu Nani Dian Novita E Ngestirosa Endang Woro Kasih Ellisa Ghina Febrina Elvina Septiani Emi Suwarni Febryan Redafanza Feditya Irsya Alpanda Gulö, Ingatan Ilal Zodian Imam Ahmad Intan Nabila Azahra Kuswoyo, Heri Larasati Ahluwalia Lia Febria Lina Nur Kamisa Nurul Sakinah Prastowo, Agung Tri Rahmanto, Yuri Shiwi Angelica Shiwi Angelica Cindiyasari Sugama Maskar