PENGARUH BRAND AMBASSADOR IKATAN CINTA TERHADAP KECERDASAN SPASIAL DALAM MEMBUAT KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE OLEH REMAJA DI JAWA TIMUR

  • Inggrit Aulia Wati Hasanah Universitas Negeri Surabaya
  • Arrum Wizarotul Maliyah Universitas Negeri Surabaya
  • Naufal Alif Kusuma Wardhana Universitas Negeri Surabaya
  • Adrian Maulana Dahlan Universitas Negeri Surabaya
  • Dwi Yuli Rakhmawati Universitas Negeri Surabaya
DOI: https://doi.org/10.26740/jptn.v11n1.p29-35
Keywords: Brand Ambassador; Credibility; Psychological factors; Purchase Decision; Shopee.

Abstract

This study aims to determine the effect of the brand ambassador of the Ikatan Cinta Association in East Java on the Shopee marketplace with spatial intelligence variables in purchasing decisions, psychological factors, and Ikatan Cinta player interactions. Sampling in this study used a sampling method using google form. The number of samples used using the Kerlinger and Lee approach as many as 30 respondents. Data analysis used multiple linear analysis with SPSS version 20. The results of this study indicate that the brand ambassador of the Ikatan Cinta consisting of spatial intelligence variables in making purchasing decisions, psychological factors, and regression of  Ikatan Cinta, has a negative effect on purchasing decisions in the Shopee marketplace.

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Published
2023-04-30
How to Cite
Hasanah, I., Maliyah, A., Wardhana, N., Dahlan, A., & Rakhmawati, D. (2023). PENGARUH BRAND AMBASSADOR IKATAN CINTA TERHADAP KECERDASAN SPASIAL DALAM MEMBUAT KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE OLEH REMAJA DI JAWA TIMUR. Jurnal Pendidikan Tata Niaga (JPTN), 11(1), 29-35. https://doi.org/10.26740/jptn.v11n1.p29-35
Issue
Vol 11 No 1 (2023)
Section
Article

Copyright (c) 2023 Inggrit Aulia Wati Hasanah, Arrum Wizarotul Maliyah, Naufal Alif Kusuma Wardhana, Adrian Maulana Dahlan, Dwi Yuli Rakhmawati

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