INFLUENCE OF ADVERTISING CAMPAIGN, BRAND AMBASSADOR AND COUNTRY OF ORIGIN ON CONSUMER BUYING INTEREST THROUGH SHOPPING SATISFACTION AT THE MARKETPLACE

Widia, NPM 1901300177 (2023) INFLUENCE OF ADVERTISING CAMPAIGN, BRAND AMBASSADOR AND COUNTRY OF ORIGIN ON CONSUMER BUYING INTEREST THROUGH SHOPPING SATISFACTION AT THE MARKETPLACE. Tugas_ Akhir (Artikel) : International Journal of Quantitative Management (IJQM), 1 (1). pp. 1-11.

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Abstract

This research aims to determine the influence of advertising campaigns, brand ambassadors and country of origin on consumer buying interest through shopping satisfaction in the marketplace. This study uses a quantitative approach. Data collection was carried out using a survey method, by distributing online questionnaires to respondents, namely marketplace users in Panai Tengah District who had done online shopping. Researchers took a sample of 100 respondents using the purposive sampling method. The analysis technique in this research uses the Structural Equation Model (SEM) Partial Least Square (PLS) with the SmartPLS 4 application. The results of this research show that it is proven that advertising campaigns, brand ambassadors, country of origin have a positive and significant effect on consumer buying interest, it is proven that advertising campaign, country of origin has a positive and significant effect on shopping satisfaction, and it is proven that purchase interest has a positive and significant effect on shopping satisfaction. Keywords : Advertising Campaign, Brand Ambassador, Country Of Origin, Interest To Buy, Shopping Satisfaction.

Item Type:	Article
Uncontrolled Keywords:	Advertising Campaign, Brand Ambassador, Country Of Origin, Interest To Buy, Shopping Satisfaction.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	31 Oct 2023 07:36
Last Modified:	31 Oct 2023 07:36
URI:	http://repository.ulb.ac.id/id/eprint/450

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