PENGARUH BRAND AWARENESS, BRAND AMBASSADOR, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA MARKETPLACE SHOPEE (Studi Pada Mahasiswa Stiesia)

Abstract

This research aimed to find out the effect of brand awareness, brand ambassador and price on having students’ online buying decision of Shopee marketplace at school of economics of Indonesia (STIESIA) Surabaya. The research used quantitative. While, the population was students of economics Indonesia (STIESIA) Surabaya. Mereover, the data collection technique used proportionate stratified random sampling. In line with, there were 100 respondents as sample. Futhermore, the instrument in data collection technique used questionnaires. The questionnaires were distributed directly to respondents. Additionally, the data analysis technique used multiple linear regression with SPSS (Statistical and Service Solution) 21. The research result concluded brand awareness had positive and significant effect on having student’s online buying decision. Likewise, brand ambassador had positive and significant effect on having students online buying decision. Similarly, price had positive and significant effect on having students online buying decision of Shopee marketplace at school of economics of Indonesia (STIESIA) Surabaya.
Keywords: brand awareness, brand ambassador, price, buying decision