Pengaruh Brand Ambasador, Kualitas Pelayanan dan Varian Produk Terhadap Keputusan Pembelian Burger Traffic Bun Melalui Aplikasi Shopee Food Surabaya. (The Influence of Brand Ambassadors, Service Quality and Product Variants on Burger Traffic Bun Purchase Decisions Through the Shopee Food Surabaya Application).

Nisa, Zulfatul (2024) Pengaruh Brand Ambasador, Kualitas Pelayanan dan Varian Produk Terhadap Keputusan Pembelian Burger Traffic Bun Melalui Aplikasi Shopee Food Surabaya. (The Influence of Brand Ambassadors, Service Quality and Product Variants on Burger Traffic Bun Purchase Decisions Through the Shopee Food Surabaya Application). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The occurrence of a pandemic does not rule out the possibility of many parties and sharing aspects. This is also of course very influential for business people, starting from declining sales until they are forced to lay off workers (termination of employment) in order to maintain their business and quite a few also experience bankruptcy. This research was carried out with the aim of finding out whether there is an influence of Brand Ambassador, Service Quality and Product Variants on Purchase Decisions for Traffic Bun Burgers via the Shopee Food Surabaya application. The type of research used by the author is a quantitative research method. Quantitative research is data or information obtained in the form of numbers and carried out by distributing questionnaires. The distribution of questionnaires in this research was carried out via Google Form to Burger Traffic Bun consumers via the Shopee Food Surabaya application, totaling 100 respondents. The sampling technique used in this research is non-probability sampling, which means it does not provide the same opportunities for each element or member of the population, and also uses a purposive sampling technique. The data analysis techniques used in this research are the classic assumption test, multiple linear regression test and hypothesis test, and in this research it is also assisted using SPSS version 25. The data analysis techniques obtained in this research show that Brand Ambassador, Service Quality and Variants Products influence simultaneously (simultaneously) on purchasing decisions for Burger Traffic Bun via the Shopee Food Surabaya application.

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