?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+BRAND+AMBASSADOR+ARTIS+INDONESIA+DAN+BRAND%0D%0AAMBASSADOR+ARTIS+KOREA+TERHADAP+KEPUTUSAN+PEMBELIAN+%0D%0ADI+E-COMMERCE+%0D%0A(Studi+pada+Masyarakat+di+Kota+Bandar+Lampung)+%0D%0A%0D%0A&rft.creator=Diah+%2C+Ayu+Apriliani&rft.subject=300+Ilmu+sosial&rft.subject=350+Administrasi+publik+dan+ilmu+militer&rft.description=Telah+dilakukan+penelitian+dengan+tujuan+untuk+mengetahui+pengaruh+variabel%0D%0ABrand+Ambassador+artis+Indonesia+dan+Brand+Ambassador+artis+Korea+terhadap%0D%0Akeputusan+pembelian+pada+e-commerce+Shopee.+Variabel+bebas+yang+digunakan%0D%0Apada+penelitian+ini+yaitu+Brand+Ambassador+artis+Indonesia+(X%0D%0A)%2C+Brand%0D%0AAmbassador+artis+Korea+(X%0D%0A)+serta+keputusan+pembelian+(Y)+sebagai+variabel%0D%0Aterikat.+Jenis+penelitian+yang+digunakan+pada+penelitian+ini+adalah+penelitian%0D%0Akuantitatif+dengan+pendekatan+deskriptif.+Populasi+dalam+penelitian+ini+adalah%0D%0Akonsumen+yang+pernah+atau+sering+berbelanja+produk+Shopee+di+Kota+Bandar%0D%0ALampung%2C+data+tersebut+diperoleh+dari+kuesioner+dengan+menggunakan+skala+likert%0D%0Ayang+disebarkan+melalui+google+form.+Sampel+pada+penelitian+ini+berjumlah+100%0D%0Aresponden+yang+diambil+dengan+menggunakan+teknik+accidental+sampling.+Data%0D%0Apada+penelitian+ini+dianalisis+dengan+menggunakan+analisis+regresi+linear%0D%0Aberganda+dengan+alat+bantu+SPSS.+Hasil+penelitian+ini+menunjukkan+bahwa%0D%0Avariabel+Brand+Ambassador+artis+Indonesia+secara+parsial+berpengaruh+signifikan%0D%0Aterhadap+keputusan+pembelian%2C+variabel+Brand+Ambassador+artis+Korea+secara%0D%0Aparsial+tidak+berpengaruh+signifikan+terhadap+keputusan+pembelian.+Sedangkan%0D%0Ahasil+secara+simultan+variabel+Brand+Ambassador+artis+Indonesia+dan+Brand%0D%0AAmbassador+artis+Korea+berpengaruh+signifikan+terhadap+keputusan+pembelian%0D%0Adalam+melakukan+pembelian+produk+pada+e-commerce+Shopee+dengan+nilai+R%0D%0ASquare+sebesar+0%2C301+atau+30%2C1%25.%0D%0A+%0D%0A2%0D%0AKata+Kunci%3A+Brand+Ambassador%2C+Keputusan+Pembelian+%0D%0A1%0D%0AResearch+has+been+conducted+with+the+aims+of+knowing+the+influence+of%0D%0AIndonesian+artist+Brand+Ambassador+variables+and+Korean+artist+Brand%0D%0AAmbassadors+on+purchasing+decisions+in+Shopee+e-commerce.+The+independent%0D%0Avariables+used+in+this+study+are+Indonesian+artist+Brand+Ambassadors+(X1)%2C%0D%0AKorean+artist+Brand+Ambassadors+(X2)+and+purchasing+decisions+(Y)+as+the%0D%0Adependent+variable.+The+type+of+research+used+in+this+research+is+quantitative%0D%0Aresearch+with+a+descriptive+approach.+The+population+in+this+study+were%0D%0Aconsumers+who+had+or+often+shopped+for+Shopee+products+in+Bandar+Lampung%0D%0ACity%2C+the+data+was+obtained+from+a+questionnaire+using+a+Likert+scale+distributed%0D%0Avia+google+form.+The+sample+in+this+study+amounted+to+100+respondents+who+were%0D%0Ataken+using+accidental+sampling+technique.+The+data+in+this+study+were+analyzed%0D%0Ausing+multiple+linear+regression+analysis+with+SPSS+tools.+The+results+of+this+study%0D%0Aindicate+that+the+Indonesian+artist+Brand+Ambassador+variable+partially+has+a%0D%0Asignificant+effect+on+purchasing+decisions%2C+the+Korean+artist+Brand+Ambassador%0D%0Avariable+partially+has+no+significant+effect+on+purchasing+decisions.+While+the%0D%0Aresults+simultaneously+variable+Indonesian+artist+Brand+Ambassador+and+Korean%0D%0Aartist+Brand+Ambassador+have+a+significant+effect+on+purchasing+decisions+in%0D%0Apurchasing+products+in+Shopee+e-commerce+with+an+R+Square+value+of+0.301+or%0D%0A30.1%25.%0D%0A%0D%0AKeywords%3A+Brand+Ambassador%2C+Purchase+Decision%0D%0A++&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK+&rft.date=2025-02-27&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F88968%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F88968%2F2%2FSKRIPSI%2520FULL%2520DIAH.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F88968%2F3%2FSKRIPSI%2520FULL%2520TANPA%2520PEMBAHASAN.pdf&rft.identifier=++Diah+%2C+Ayu+Apriliani++(2025)+PENGARUH+BRAND+AMBASSADOR+ARTIS+INDONESIA+DAN+BRAND+AMBASSADOR+ARTIS+KOREA+TERHADAP+KEPUTUSAN+PEMBELIAN+DI+E-COMMERCE+(Studi+pada+Masyarakat+di+Kota+Bandar+Lampung).++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK+%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F88968%2F