Pengaruh Kepercayaan, Harga, dan Brand Ambassador terhadap Keputusan Pembelian di Platform Shopee pada Mahasiswa Tri Bhakti

Falqi, Sarah Maulida (2025) Pengaruh Kepercayaan, Harga, dan Brand Ambassador terhadap Keputusan Pembelian di Platform Shopee pada Mahasiswa Tri Bhakti. Sarjana (S1) thesis, STIE Tri Bhakti.

	Text HALAMAN DEPAN.pdf Download (810kB)
	Text BAB I.pdf Restricted to Registered users only Download (786kB) | Request a copy
	Text BAB II.pdf Restricted to Registered users only Download (374kB) | Request a copy
	Text BAB III.pdf Restricted to Registered users only Download (384kB) | Request a copy
	Text BAB IV.pdf Restricted to Registered users only Download (640kB) | Request a copy
	Text BAB V .pdf Restricted to Registered users only Download (181kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (182kB) | Request a copy

Abstract

This study aims to determine the influence of trust, price, and brand ambassadors on purchasing decisions on the Shopee platform, especially for Tri Bhakti students. The research method used is quantitative with a survey approach through distributing questionnaires to 84 respondents. Data analysis was carried out using multiple linear regression. The results of the partial test (t-test) study show that the trust variable has a significant effect on purchasing decisions, because the significance value of the trust variable is 0.000 < 0.05, with a t-table value of 1.990 < t-count value of 6.153. The partial test (t-test) shows that the Price variable has a significant value of 0.029 < 0.05 and a t-count value of 2.228, indicating that the price variable has a significant effect on purchasing decisions. The partial test (t-test) shows that the brand ambassador variable does not have a significant effect on purchasing decisions, because it has a significance value of 0.452 > 0.05, and a t-table value of 1.990 < t-count value of 0.755. The results of the simultaneous test (f test). The calculated F value is 31.752 which is greater than the F table of 2.72, with a significance level of 0.000 < 0.05, so that the three independent variables simultaneously have a significant influence on purchasing decisions.

Actions (login required)

View Item