The influence of Brand Ambassador Boygroup BTS on Brand Image Tokopedia E-Commerce and Its Impact on Purchasing Decisions

Authors

  • Ilmiyati Nurohmilawati Universitas Muhadi Setiabudi
  • Oktaviani Nurindah Universitas Muhadi Setiabudi
  • Roby Setiadi Universitas Muhadi Setiabudi
  • Andi Yulianto Universitas Muhadi Setiabudi
  • Nur Afridah Universitas Muhadi Setiabudi

Keywords:

Brand Ambassadors, Brand Image, Purchasing Decision, E-commerce

Abstract

This study aims to determine the effect of the BTS Boygroup brand ambassador on the Tokopedia e-commerce brand image and its impact on purchasing decisions. The approach in this study is quantitative research by distributing online questionnaires to the BTS Boygroup fanbase who are members of the Indonesian ARMY Telegram group via the google form link. The number of samples used as respondents is determined based on the calculation of the slovin formula so that this research has a sample of 100 respondents. In this study using a Likert scale using 41 questionnaire questions for 3 variables. Data processing was carried out using SPSS. The analysis technique in this study uses a path analysis test to see the effect of each variable. Based on the evaluation of the influence between variables, it is obtained that Boygroup BTS brand ambassadors have a significant effect on purchasing decisions, brand ambassadors have a significant effect on brand image, but the brand ambassador variable has no significant effect on purchasing decisions through brand image.

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Published

2022-07-30