Pengaruh Daya Tarik, Kepercayaan, dan Keahlian Terhadap Keputusan Pembelian

Abstract

Abstract
By using the brand ambassador Cristiano Ronaldo aims to influence the interests, attitudes,
and emotions of consumers. By cooperating with Cristiano Ronaldo as a brand ambassador,
he is expected to be able to change the interests of his fans to shop at online shopee shops.
This study aims to determine and analyze the influence of attractiveness, trust and expertise
on purchasing decisions.
In this study the method of collecting data using the questionnaire method (questionnaire).
The type of data used in this study is primary data. The analytical method used in this study is
multiple linear regression. This study uses the results of the questionnaire data distributed to
students of Unisma who live in the Merjosari area and the samples were taken using
purposive sampling. The number of samples taken was 70 respondents.
The results of this study are that attractiveness and trust do not affect purchasing decisions
while expertise influences purchasing decisions.
Keywords: Attractiveness, Trust, Expertise, purchasing decisions