Pengaruh Iklan dan Brand Ambassador Terhadap Keputusan Pembelian Online

Abstract

This study was conducted to analyze the influence of advertising and brand ambassadors on purchasing decisions. Specifically, this study aims to examine the influence of advertising individually on purchasing decisions, the influence of brand ambassadors individually on purchasing decisions, and the influence of advertising and brand ambassadors together on purchasing decisions. The research subjects were consumers who use online shopping applications in Pamekasan District. The number of respondents used in this study was 76 people, who were selected using an accidental sampling technique. The research data was obtained through the distribution of questionnaires. Data analysis was conducted using descriptive analysis methods and multiple linear regression. The results of the analysis indicate that advertising has a partial influence on purchasing decisions. In addition, brand ambassadors also have a partial influence on purchasing decisions. Simultaneously, advertising and brand ambassadors are proven to influence the purchasing decisions of consumers who use online shops.