Article Per Year (5 Year)
p-Index From 2019 - 2024
0.23
P-Index
This Author published in this journals
All Journal ENDLESS : International Journal of Future Studies
Eka Askafi
Universitas Islam Kadiri, Kediri, Indonesia
Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Effect of Ambassador's Brand, and Brand Image on Purchase Decision Process in E-Commerce Tokopedia Annisa Sulihandini; Eka Askafi; Sumarji
ENDLESS: INTERNATIONAL JOURNAL OF FUTURE STUDIES Vol. 5 No. 2 (2022): ENDLESS : International Journal of Future Studies
Publisher : Global Writing Academica Researching & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/endlessjournal.v5i2.75

Abstract

The purpose of this study is to discover and explain the effects of Brand Ambassador and Brand Image on the Purchase Decision Process, as well as to discover and explain that the Brand Ambassador variable has a partial effect on the Purchase Decision Process. An explanatory research type and a quantitative approach are used in this study. A total of three variables were examined in this research: Brand Ambassadors (X1), Brand Image (X2), and the Purchase Decision Process (PDP) (Y). Tokopedia customers were asked to fill out an online survey as a means of obtaining data. The sample used in this study amounted to 116 respondents with the respondent's criteria, namely respondents knew E-Commerce Tokopedia and had shopped online through E-Commerce Tokopedia. Descriptive and multiple linear regression analysis are utilized as sampling methods. The results demonstrated that the purchase decision process (Y) was highly influenced by both the Brand Ambassador (X1) and Brand Image (X2) variables at the same time. Then, the influence of Brand Ambassador (X1) and Brand Image (X2) variables on the Purchase Decision Process is partial and significant (Y).
Co-Authors Annisa Sulihandini Sumarji