Julina, - and Nurlasera and Fakhrurrozi and Mirawati, - (2021) DETERMINAN KEPUTUSAN BERBELANJA ONLINE: PENGARUH CITRA MEREK, DUTA MEREK DAN PERSEPSI RISIKO. In: Seminar Nasional Fakultas Ekonomi Universitas Kristen Indonesia Toraja (UKI Toraja) Peran Literasi Keuangan Terhadap Pertumbuhan Ekonomi. Fakultas Ekonomi Universitas Kristen Indonesia Toraja (UKI Toraja), pp. 47-61. ISBN 9786239939700
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Abstract
This study aims to examine the effect of brand image, brand ambassador, and perceived risk on online shopping decisions. Data were collected using a questionnaire distributed online. The sampling technique used is purposive sampling with the criteria of having shopped online. The data were tested for validity and reliability before being analyzed using multiple linear regression. The results of the study found that brand image and brand ambassadors had a positive and significant effect on online shopping decisions, while perceived risk had a negative but not significant effect on online shopping decisions. Research provides input to online store to improve their brand image and brand ambassadors while reducing the risk consumers perceive will arise when shopping online.
| Item Type: | Book Section |
|---|---|
| Subjects: | 600 Teknologi dan Ilmu-ilmu Terapan > 650 Bisnis > 658 Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Ilmu Sosial > Manajemen |
| Depositing User: | Ari Eka Wahyudi |
| Date Deposited: | 17 Apr 2023 07:45 |
| Last Modified: | 17 Apr 2023 07:45 |
| URI: | http://repository.uin-suska.ac.id/id/eprint/70190 |
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