Pengaruh Brand Ambassador, Promosi, dan Testimoni E-Commerce Shopee Terhadap Keputusan Pembelian Konsumen pada Mahasiswa FEB UMA Pengguna Shopee

Abstract

Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh brand ambassador, promosi, dan testimoni e-commerce Shopee terhadap keputusan pembelian konsumen pada mahasiswa FEB UMA pengguna Shopee dan juga untuk mengetahui dan menganalisis faktor yang paling dominan mempengaruhi keputusan pembelian. Penelitian ini dilakukan pada mahasiswa Fakultas Ekonomi & Bisnis Universitas Medan Area. Sampel dalam penelitian ini adalah mahasiswa FEB UMA yang masih aktif kuliah yaitu angkatan 2017 yang pernah dan menggunakan Shopee. Penelitian ini menggunakan metode pendekatan kuantitatif dengan menyebarkan kuesioner kepada 90 responden dengan metode purposive sampling. Penyebaran kuesioner dilakukan kepada responden yang berada di lingkungan Universitas Medan Area. Data diolah secara statistik dengan program SPSS 25, yaitu model uji t, uji f, dan koefisien determinan (R2). Hasil penelitian menunjukkan bahwa secara bersama-sama brand ambassador, promosi dan testimoni berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen pada mahasiswa FEB UMA pengguna Shopee. Secara parsial, variabel brand ambassador dan testimoni tidak berpengaruh signifikan terhadap keputusan pembelian. Dan secara parsial variabel promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Promosi merupakan variabel yang dominan mempengaruhi keputusan pembelian konsumen pada mahasiswa FEB UMA pengguna Shopee. Nilai R Square sebesar 0,314 yang berarti variabel yang dapat dijelaskan oleg brand ambassador, promosi dan testimoni adalah sebesar 31,4%, sedangkan sisanya sebesar 68,6% dapat dijelaskan oleh variabel yang tidak diteliti dalam penelitian ini. The purpose of this study was to determine and analyze the influence of brand ambassador, promotions, and e-commerce Shopee testimonials on consumer purchas e decisions for FEB UMA students Shopee users and also to find out and analyze the most dominant factors influencing purchase decisions. This research was conducted on student of the Fakulty of Economics & Business, Medan Area University. The sample in this study were FEB UMA students who were still active in college, namely batch 2017 who had used Shopee. This study uses a quantitative approach by distributing quwstionnaires to 90 respondents with a purposive sampling method. Questionnaires were distributed to respondentd who were in the Medan Area University environment. The data were processed statistically with SPSS 25, namely the model t-test, f, and the determinant coefficient (R2). The research result show that it is a brand ambassador, promotion and testimonials have a positive and significant effect on consumer purchasing decisions on FEB UMA student who are Shopee users. Partially, variabel brand ambassador and testimonial have no insignificant effect on puchasing decisions. And partially the promotion variable has a positif and significant effect on purchasing decisions.promotion is the dominan variable influencing consumer purchasing decisions in FEB UMA students using Shopee. Rated R Square of 0,314 which means a variable that can be explained by the brand ambassador, promotions and testimony amounted to 31,4% while the remaining 68,6% can be explained by variables not examined in this study.