Pengaruh Brand Ambassador Dan Kualitas Layanan Terhadap Keputusan Pembelian (Gen Z) Dalam Berbelanja Di Marketplace Bukalapak

Suci, Lukman Anggana (2024) Pengaruh Brand Ambassador Dan Kualitas Layanan Terhadap Keputusan Pembelian (Gen Z) Dalam Berbelanja Di Marketplace Bukalapak. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

This study aims to determine the Influence of Brand Ambassadors and Service Quality on Purchasing Decisions (Gen Z) in Shopping at Bukalapak Marketplace. The population in this study is Bukalapak (Gen Z) users in Bekasi City. This study used quantitative descriptive method. Data obtained from questionnaires and sampling to 100 respondents. Data analysis using validity tests, reliability tests, classical assumption tests and multiple regression analysis calculated using the SPSS (Statistical Product and Service Solutions) 25 program. Based on multiple regression analysis, the regression equation Y = 1.940 + 0.170 X1 + 0.770 X2 is obtained, which means that if the purchase decision variable is not influenced by both independent variables or brand ambassador and service quality is zero (0), then the purchase decision is worth $1,940. The regression coefficient value of 0.170 states that if the brand ambassador increases by 1 unit, the value of the purchase decision increases by 0.170. The regression coefficient value of 0.770 states that if the quality of service increases by 1 unit, the value of the purchase decision increases by 0.770. Based on hypothesis testing with the F test, a Fcalculate value of 149.127 was obtained. While Ftable is 3.09. So the result is that Fcalculate > Ftabel or 149.127 > 3.09), then H0 is rejected and Ha is accepted. So, there is a significant positive influence between brand ambassadors and service quality on the purchasing decision of Bukalapak Generation Z in Bekasi City. The results of the coefficient of determination shown from the Adjusted R Square number of 0.750 mean that the coefficient of determination of 75% of gen Z Bukalapak's purchase decisions is influenced by brand ambassadors and service quality while the remaining 25% is influenced by other factors that are not included in the research model. In general, it can be concluded that the brand ambassador variable has a positive and significant effect on the purchase decision of Bukalapak Generation Z Bekasi City, the variable of service quality has a positive and significant effect on the purchase decision of Bukalapak Generation Z Bekasi City.

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