Pengaruh Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Pada Pengguna Shopee Di Universitas 17 Agustus 1945 Surabaya

Abstract

The development of the world today is growing, especially in the field of marketing, this can be seen from the amount of competition between companies with one another, as a company must be able to have thoughts to be able to attract consumers to maintain the company, so companies must be able to do branding by way of promotion. using up-and-coming artists. Therefore, this study tries to explain in detail about the influence of Brand Ambassador and Brand Image on Purchase Decisions for shopee users at the University of 17 August 1945 Surabaya. This study uses a quantitative method by distributing questionnaires as an instrument and the sample of this study uses 100 respondents. The conclusion of the results obtained in this study is that the Brand Ambassador and Brand Image variables have a significant influence on purchasing decisions for shopee users at the University of 17 August 1945, Surabaya.