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All Journal Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship
Rohmat Dwi Jatmiko
Universitas Muhammadiyah Malang, Malang, East Java
Economics, Econometrics & Finance

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The Effect of Brand Ambassador, Website Quality, and E-WOM on Purchase Decision in Shopee E-commerce Rina Rahmawati; Rohmat Dwi Jatmiko; Chalimatuz Sa'diyah
Jurnal Maksipreneur Vol 12, No 1 (2022)
Publisher : Universitas Proklamasi 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30588/jmp.v12i1.1023

Abstract

This study aims to examine the effect of Brand Ambassador, Website Quality, and Electronic Word of Mouth (E-WOM) partially and simultaneously on Purchase Decisions in Shopee e-commerce. This study uses a quantitative approach with primary data sources collected through questionnaires. The data sample used was 125 respondents from the Management Study Program FEB-UMM (Faculty of Economics and Business, University of Muhammadiyah Malang) as Shopee consumers. The sampling technique is non-probability sampling using the purposive sampling method which gives certain criteria to respondents. In analyzing the data of this study using multiple linear regression analysis tools. The results of this study are Brand Ambassador, Website Quality, and E-WOM have a positive and significant effect on Purchase Decision partially, and simultaneously have a significant effect on Purchase Decisionin Shopee e-commerce.
Co-Authors Chalimatuz Sa'diyah Rina Rahmawati