Brand Ambassador dan Ease of Use terhadap Minat Beli Shopee di Kota Bandung

Yupi Yuliawati

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh Brand Ambassador, persepsi kemudahan penggunaan (ease of use), terhadap minat beli Shopee di Kota Bandung. Penelitian ini merupakan penelitian kuantitatif. Teknik pengumpulan data berupa penyebaran kuesioner. Total sampel dalam penelitian ini adalah 156 responden. Metode analisis yang digunakan adalah analisis regresi linear berganda . Hasil penelitian ini menunjukan bahwa brand ambassador dan kemudahan penggunaan berpengaruh signifikan dan positif terhadap minat beli Shopee di Kota Bandung.

 


Keywords


Minat beli, ease of use, brand ambassador

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DOI: https://doi.org/10.17509/strategic.v22i1.46861

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