Pengaruh Ulasan Produk, Brand Ambassador dan layanan Cash on Delivery Terhadap Keputusan Pembelian di Marketplace Shopee. (The Influence of Product Reviews, Brand Ambassadors and Cash on Delivery Services on Purchasing Decisions on Shopee Marketplace).

Safitri, Eni Kurnia (2023) Pengaruh Ulasan Produk, Brand Ambassador dan layanan Cash on Delivery Terhadap Keputusan Pembelian di Marketplace Shopee. (The Influence of Product Reviews, Brand Ambassadors and Cash on Delivery Services on Purchasing Decisions on Shopee Marketplace). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to examine the influence of product reviews, brand ambassadors and cash on delivery services on purchasing decisions on the Shopee marketplace. The population in this study is students of the Faculty of Economics and Business, University of August 17, 1945, Surabaya in 2023. From this population, a sample of 97 respondents was produced. Sample determination method with Purposive Sampling formula. The analysis methods used for this research are validity tests, reliability tests, classical assumption tests, multicollinearity tests, heteroscedasticity tests, multiple linear regression analysis, R² tests, t tests, and F tests using SPSS version 25. Based on the results of this study, the Product Review variable has a significant effect on Purchase Decisions on the Shopee Marketplace because the significant value of 0.049 < 0.05 and the calculated t value of 1.999 > t table 1.985, Brand Ambassador has a significant effect on Purchase Decisions on the Shopee Marketplace because the significant value of 0.006 < 0.05 and the calculated t value of 2.807 > 1.985, Cash On Delivery Services have a significant effect onPurchase Decisions on the Shopee Marketplace with a significant level of 0.016 < 0.05 and a calculated t value of 3.188 > 1.985. while judging from the F test simultaneously the variables Product Reviews, Brand Ambassadors and Cash On Delivery Services affect the purchase decision on the Shopee Marketplace with a significant level of 0.000 < 0.05 and a calculated F value of 15.748. Keywords: Product Review, Brand Ambassador, Cash On Delivery Service and Purchase Decision

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