PENGARUH HARGA, BRAND AMBASSADOR DAN ONLINE CUSTOMER  REVIEW TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE SHOPEE

Firda Mufidah; Sugijanto

doi:10.36456/jsbr.v5i1.8817

Authors

Firda Mufidah UNIVERSITAS PGRI ADI BUANA SURABAYA
Sugijanto UNIVERSITAS PGRI ADI BUANA SURABAYA

DOI:

https://doi.org/10.36456/jsbr.v5i1.8817

Keywords:

Harga, Brand Ambassador, Online Customer Review, Keputusan Pembelian

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh harga, brand ambassador, dan online customer
review terhadap keputusan pembelian pada mahasiswa akuntansi angkatan 2018 universitas PGRI Adi
Buana di marketplace shopee. Data yang digunakan yaitu data primer, diperoleh melalui hasil pengisian
kuesioner dari responden. Metode penelitian yang digunakan adalah metode kuantitatif dengan teknik
pengambilan sampel purposive sampling. Teknik analisis data yang digunakan meliputi uji instrumen,
asumsi klasik, analisis regresi linier berganda, da uji hipotesis. Hasil penelitian menunjukkan bahwa harga
berpengaruh signifikan terhadap keputusan pembelian dengan nilai signifikansi 0,314 < 0,05. Brand
ambassador berpengaruh terhadap keputusan pembelian dengan nilai signifikansi 0,000 < 0,05. Online
Customer Review berpengaruh terhadap keputusan pembelian dengan nilai signifikansi 0,000 < 0,05.
Hasil uji F menyatakan harga, brand ambassador, dan online customer review berpengaruh secara
simultan terhadap keputusan pembelian dengan nilai signifikansi 0,000 < 0,05.

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