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- W3190494067 abstract "Study this aim to test and analyze the influence of the role of brand ambassadors, event marketing and digital marketing on the purchasing decisions of shopee users. The type of research isafdquantitative by number of samples research that is 100 consumers. The conclusion from the results of this study is the results of the Latent Variable 1 hypothesis test, namely the brand ambassador has a path coefficient value of 0.525 and a p-value of 0.000 0.05 and a t-statistic of 1.418 so that fragmentation does not have a positive effect on purchasing decisions." @default.
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- W3190494067 date "2021-07-31" @default.
- W3190494067 modified "2023-09-24" @default.
- W3190494067 title "The Role of Brand Ambassador, Event Marketing and Digital Marketing on Purchase Decisions User Shopee" @default.
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- W3190494067 doi "https://doi.org/10.33258/birci.v4i3.2263" @default.
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