PENGARUH BRAND AMBASSADOR, PROMOTION, DAN VARIETY SEEKING TERHADAP BRAND SWITCHING PADA ONLINE MARKETPLACE TOKOPEDIA

Fiona Juliyati Poetri, . (2022) PENGARUH BRAND AMBASSADOR, PROMOTION, DAN VARIETY SEEKING TERHADAP BRAND SWITCHING PADA ONLINE MARKETPLACE TOKOPEDIA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to find out how the influence of brand ambassadors, promotions, and variety seeking on brand switching in the Tokopedia online marketplace. This study uses quantitative methods with primary data sources. The population of this study are e-commerce users, one of which is Tokopedia in the Jakarta area and a sample of 100 respondents who were collected using a non-probability sampling technique with purposive sampling type. From the results of data processing with SmartPLS, it can be concluded that brand ambassadors have a positive and significant effect on purchasing decisions of 0.038, promotion has a positive and significant effect on purchasing decisions of 0.004, and variety seeking has a positive and significant effect on purchasing decisions of 0.015.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1810111243] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1: Suharyati] [Penguji 2: Alfatih S. Manggabarani]
Uncontrolled Keywords: Brand Switching, Brand Ambassador, Promotion, Variety Seeking, and Online Marketplace
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Fiona Juliyati Poetri
Date Deposited: 28 Feb 2023 08:21
Last Modified: 28 Feb 2023 08:21
URI: http://repository.upnvj.ac.id/id/eprint/17308

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