Influence of Product Quality, Brand Image and Brand Ambassador on Purchase Decisions at Tokopedia Ecommerce (Case Study in District Sidoarjo)
Pengaruh Kualitas Produk, Brand Image dan Brand Ambassador Terhadap Keputusan Pembelian pada Ecommerce Tokopedia (Studi Kasus di Kecamatan Sidoarjo)
DOI:
https://doi.org/10.21070/ups.1143Keywords:
Product Quality, Brand Image, Brand Ambassador, Tokopedia, QuantitativeAbstract
This study aims to determine the effect of product quality, brand image, and brand ambassador on e-commerce purchasing decisions. The method used is the type of research quantitative descriptive. The population that is the target of this research object is high school students in the District Sidoarjo, Sidoarjo Regency, while the sample used by researchers was 160 respondents or students SMA in Sidoarjo District. The results of this study namely the quality of products in Tokopedia is guaranteed, packaged or packaged neatly and safely, as well has a longer durability, the consumers or students in the Sidoarjo sub-district in the study this time, will tend to buy these products on Tokopedia, vice versa. Tokopedia brand image it's good, like famous and trusted. the brand ambassador at Tokopedia is well-known nationally and internationally and can convince consumers to shop at Tokopedia, consumers tend shop for the products want on e-commerce Tokopedia.
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