KEPUTUSAN PEMBELIAN DITINJAU DARI SALES PROMOTION, BRAND AMBASSADOR, ONLINE CUSTOMER REVIEW, DAN ONLINE CUSTOMER RATING PADA E-COMMERCE TOKOPEDIA DI SURAKARTA

Authors

  • Dewi Sarah Fakultas Ekonomi Program Studi Manajemen Universitas Islam Batik Surakarta, Indonesia
  • Sarsono Sarsono Fakultas Ekonomi Program Studi Manajemen Universitas Islam Batik Surakarta, Indonesia
  • Istiatin Istiatin Fakultas Ekonomi Program Studi Manajemen Universitas Islam Batik Surakarta, Indonesia

DOI:

https://doi.org/10.29040/jie.v7i2.10365

Abstract

This research aims to determine the influence of independent variables such as Sales Promotion (X1), Brand Ambassador (X2), Online Customer Review (X3), and Online Customer Rating (X4) on the dependent variable, namely Purchase Decision (Y), with the research object being Tokopedia in the community of Surakarta in the year 2023.This quantitative research utilizes primary data and a questionnaire as the research instrument. The research sample is determined using purposive sampling method with a total of 100 samples. The data from the questionnaire are processed using SPSS Software, with Multiple Linear Regression to determine the influence of independent variables on the dependent variable. Before conducting the data analysis using multiple linear regression, the instrument is tested for validity and reliability, as well as classic assumption tests such as Normality Test, Multicollinearity Test, Heteroscedasticity Test, and Autocorrelation Test. The results of this study prove that partially, Sales Promotion and Online Customer Rating have a significant influence on the purchase decision on Tokopedia. On the other hand, Brand Ambassador and Online Customer Review do not have a significant influence. The data analysis results demonstrate that Sales Promotion is the most dominant variable that affects the purchase decision on Tokopedia in Surakarta . Keywords: Sales Promotion, Brand Ambassador, Online Customer Review and Rating, Purchase Decision, Tokopedia.

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Published

2023-08-08

How to Cite

Sarah, D., Sarsono, S., & Istiatin, I. (2023). KEPUTUSAN PEMBELIAN DITINJAU DARI SALES PROMOTION, BRAND AMBASSADOR, ONLINE CUSTOMER REVIEW, DAN ONLINE CUSTOMER RATING PADA E-COMMERCE TOKOPEDIA DI SURAKARTA. JURNAL ILMIAH EDUNOMIKA, 7(2). https://doi.org/10.29040/jie.v7i2.10365

Issue

Vol. 7 No. 2 (2023): EDUNOMIKA

Section

Articles

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