The Influence Of Brand Ambassador, Tagline, WOM, Tangible And Assurance On Purchasing Decisions At Shopee Amoung Hausewives In Jember Regency

Abstract

Shopee is a marketplace that is in great demand by consumers in Indonesia. One of the consumers targeted by Shopee is housewives who actually play a large role in purchasing decisions for needed products, especially products for family needs. This research examines the partial and simultaneous influence of the independent variables Brand Ambassador, Tagline, WOM, Tangible and Assurance on purchasing decisions at Shopee. The respondents in this study were housewives who used Shopee in the Jember Regency area. The exact number of the population cannot be known, the sampling technique was purposive sampling of 60 respondents. Testing starts from instrument data testing, classical assumption testing, multiple linear regression analysis, determination testing and finally hypothesis testing. Research findings show that the WOM and Tangible variables have a significant influence on purchasing decisions, which means that housewives in Jember when making purchases at Shopee tend to look at physical evidence and references from previous buyers before they make purchasing decisions. The sig value of WOM and tangible is 0.000 and this value is below the probability value of 0.05, meaning that there is indeed a significant influence. The calculated sig F value is also worth 0.000 and this value is below the probability value of 0.05, which means that simultaneously the five independent variables influence the dependent variable on purchasing decisions.