Pengaruh Brand Ambassador, E-WOM, dan Persepsi Harga Terhadap Keputusan Pembelian Kaos Local Brand (Studi pada Mahasiswa Manajemen Universitas 17 Agustus 1945 Surabaya). (The Influence of Brand Ambassadors, E-WOM, and Price Perception on Local Brand T-Shirt Purchase Decisions (A Study on Management Students at Universitas 17 Agustus 1945 Surabaya)).

Fachrurozy, Dany Hafiz (2024) Pengaruh Brand Ambassador, E-WOM, dan Persepsi Harga Terhadap Keputusan Pembelian Kaos Local Brand (Studi pada Mahasiswa Manajemen Universitas 17 Agustus 1945 Surabaya). (The Influence of Brand Ambassadors, E-WOM, and Price Perception on Local Brand T-Shirt Purchase Decisions (A Study on Management Students at Universitas 17 Agustus 1945 Surabaya)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research aims to analyze the effect of Brand Ambassador, E-WOM, and Price Perception on Purchasing Decisions for local brand t-shirts for Management Students at the University of 17 August 1945 Surabaya. The results obtained in this study are that the E-WOM and Price Perception variables show a significant effect, while the Brand Ambassador variable has no effect on purchasing decisions for local brand t-shirts. This study used non probability sampling with a sample size of 103 respondents, the data used in this study came from a questionnaire. The data analysis used in this study is multiple linear regression analysis, by conducting the T test, F test, and the coefficient of determination (R2) test as a test of existing hypotheses. The results of this study indicate that all indicators used in this study are valid and reliable. The T test results show that brand ambassadors partially have no significant effect on purchasing decisions, but eWOM and price perceptions partially have a significant effect on purchasing decisions. For the F test, it results in Brand Ambassador, E-WOM, and Price Perception simultaneously having a significant effect on Purchasing Decisions. Meanwhile, the results of the coefficient of determination (R2) test resulted in the effect of the independent variable on the dependent, which was 65%, while the remaining 35% was influenced by other variables outside the current research model.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brand Ambassador, E-WOM, Price Perception, Purchasing Decision
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen
Depositing User: 1212000097 Dany Hafiz Fachrurozy
Date Deposited: 18 Oct 2001 17:15
Last Modified: 18 Oct 2001 17:15
URI: http://repository.untag-sby.ac.id/id/eprint/35077

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