7. JRP VOL.3 NO.1 MARET 2024 PENGARUH BRAND AMBASSADOR, PROMOSI, DAN FREE GIFT K-POP TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING PADA PENGGUNA SHOPEE DI KOTA MATARAM

The Influence of Brand Ambassador, Promotions, and K-Pop Free Gifts on the Purchase Decision of Scarlett Whitening Products among Shopee Users in the City of Mataram

Abstract

ABSTRAK Tujuan penelitian ini adalah mengetahui signifikansi Pengaruh Brand Ambassador, Promosi dan Free Gift K-Pop Terhadap Keputusan Kembelian Pada Pengguna Shopee. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian kuantitatif  dengan pendekatan asosiatif. Penelitian ini memiliki lokasi di Kota Mataram. Populasi penelitian adalah orang yang pernah membeli produk Scarlett Whitening melalui e-commerce Shopee dengan jumlah sampel 100 responden. Penentuan pengambilan sampel dilakukan melalui metode  Nonprobability sampling dengan teknik purposive sampling. Hasil penelitian menunjukkan Brand Ambassador berpengaruh positif dan signifikan erhadap Keputusan Pembelian Produk Scarlett Whitening Pada Pengguna Shopee. Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian Produk Scarlett Whitening Pada Pengguna Shopee. Free Gift K-Pop berpengaruh positif dan signifikan terhadap Keputusan Pembelian Produk Scarlett Whitening Pada Pengguna Shopee ABSTRACT The purpose of this study was to determine the significance of the Influence of Brand Ambassadors, K-Pop Promotions and Free Gifts on Purchase Decisions of Shopee Users. The type of research used in this research is quantitative research with an associative approach. This research has a location in the city of Mataram. The research population is people who have purchased Scarlett Whitening products through Shopee e-commerce with a sample size of 100 respondents. Determination of sampling is done through nonprobability sampling method with purposive sampling technique. The results of the study show that Brand Ambassadors have a positive and significant effect on the Purchase Decision of Scarlett Whitening Products on Shopee Users. Promotion has a positive and significant effect on the Purchase Decision of Scarlett Whitening Products on Shopee Users. K-Pop Free Gift has a positive and significant effect on the Purchase Decision of Scarlett Whitening Products on Shopee Users.