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All Journal Jurnal Akuntansi dan Manajemen Bisnis (JAMAN)
Amanda Putri
Universitas Pembangunan Jaya
Economics, Econometrics & Finance

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THE EFFECT OF BRAND AMBASSADORS, DISCOUNTS, AND ADVERTISEMENTS ON PURCHASING DECISIONS ON THE TOKOPEDIA MARKETPLACE Amanda Putri; Mohamad Trio Febriyantoro; Zulkifli; Dede Suleman; Fendi Saputra; Yohanes Totok Suyoto
Jurnal Akuntansi dan Manajemen Bisnis Vol. 2 No. 3 (2022): Desember: Jurnal Akuntansi dan Manajemen Bisnis
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/jaman.v2i3.391

Abstract

This study aims to analyze the effect of promotional activities such as Brand Ambassadors, Discounts, and Advertisements on Purchase Decisions on the Tokopedia Marketplace, This research was of a quantitative type with a simple random sampling technique and the data used in this study was primary data obtained from distributing online questionnaires using a google form from 114 Tokopedia consumers in Indonesia using multiple linear analysis methods and using SPSS 23 as a tool measuring. The results of this study indicate that the brand ambassador variable has no significant effect on purchasing decisions while the Discounts and Advertisements Variables have a positive and significant effect on purchasing decisions. Simultaneously, brand ambassadors, discounts, and advertisements influence purchasing decisions with a percentage of 58.1%, while the remaining 41.9% are influenced by other variables not included in this study.
Co-Authors Dede Suleman Fendi Saputra Mohamad Trio Febriyantoro Yohanes Totok Suyoto Zulkifli