Pengaruh Harga, Digital Marketing dan Brand Ambassador Terhadap Keputusan Pembelian Di PS Store Samarinda

Gustiansyah Gustiansyah, Nurfitriani Nurfitriani, Umi Kulsum

Abstract


he Influence of Price, Digital Marketing, and Brand Ambassador on Purchase Decisions at PS Store Samarinda. Supervised by Mrs. Nurfitriani as Primary Advisor and Mrs. Umi Kulsum as Secondary Advisor. 

The objectives of this study are 1). To determine the influence of price on purchase decisions at PS Store Samarinda. 2). To determine the influence of digital marketing on purchase decisions at PS Store Samarinda. 3). To determine the influence of brand ambassador on purchase decisions at PS Store Samarinda. 4). To determine the simultaneous influence of price, digital marketing, and brand ambassador on purchase decisions at PS Store Samarinda. 

The theoretical basis of this research is Marketing Management which specifically focuses on the variables of Price, Digital Marketing and Brand Ambassador.

The sample consisted of 100 respondents, selected using a Probability Sampling method with a Simple Random Sampling technique. Data were collected through the distribution of questionnaires using a Likert scale to measure each indicator. 

The analytical tool used in this study was multiple linear regression analysis with the assistance of SPSS v27. The results of the study indicate that 1). The price variable has a significant effect on purchase decisions at PS Store Samarinda. 2). The digital marketing variable has no significant effect on purchase decisions at PS Store Samarinda. 3). The brand ambassador variable has no significant effect on purchase decisions at Ps Store Samarinda. 4). The variables price, digital marketing, and brand ambassador jointly have a significant effect on purchase decisions at Ps Store Samarinda.



Keywords


Price, Digital Marketing, Brand Ambassador, Purchase Decisions.

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References


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