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All Journal J-Dinamika: Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmiah Hijau Cendekia Cendekia : Jurnal Pengabdian Masyarakat Revitalisasi : Jurnal Ilmu Manajemen Manajemen Agribisnis: Jurnal Agribisnis G-Tech : Jurnal Teknologi Terapan Otonomi SINTA Journal (Science, Technology, and Agricultural) Jurnal Multidisiplin Madani (MUDIMA) East Asian Journal of Multidisciplinary Research (EAJMR) Formosa Journal of Multidisciplinary Research (FJMR) Formosa Journal of Applied Sciences (FJAS) Asian Journal of Community Services (AJCS) Commodities, Journal of Economic and Business ENDLESS : International Journal of Future Studies
Sumarji
Magister Agribisnis Program Pascasarjana Universitas Islam Kadiri
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The Effect of Ambassador's Brand, and Brand Image on Purchase Decision Process in E-Commerce Tokopedia Annisa Sulihandini; Eka Askafi; Sumarji
ENDLESS: INTERNATIONAL JOURNAL OF FUTURE STUDIES Vol. 5 No. 2 (2022): ENDLESS : International Journal of Future Studies
Publisher : Global Writing Academica Researching & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/endlessjournal.v5i2.75

Abstract

The purpose of this study is to discover and explain the effects of Brand Ambassador and Brand Image on the Purchase Decision Process, as well as to discover and explain that the Brand Ambassador variable has a partial effect on the Purchase Decision Process. An explanatory research type and a quantitative approach are used in this study. A total of three variables were examined in this research: Brand Ambassadors (X1), Brand Image (X2), and the Purchase Decision Process (PDP) (Y). Tokopedia customers were asked to fill out an online survey as a means of obtaining data. The sample used in this study amounted to 116 respondents with the respondent's criteria, namely respondents knew E-Commerce Tokopedia and had shopped online through E-Commerce Tokopedia. Descriptive and multiple linear regression analysis are utilized as sampling methods. The results demonstrated that the purchase decision process (Y) was highly influenced by both the Brand Ambassador (X1) and Brand Image (X2) variables at the same time. Then, the influence of Brand Ambassador (X1) and Brand Image (X2) variables on the Purchase Decision Process is partial and significant (Y).
Co-Authors Agung Imam Utomo Agus Suhadi Agusdin Dharma F Ahmad Chabibul Azis Ahmad Murtadho Ahsin Daroini Ahsin Daroini Ahsin Daroini Ahsin Daroini Akbar Syahputra Annisa Sulihandini Aris Wulansari Arisyahidin, Arisyahidin Arkham Maulana Chozin Ary Wicaksono Daroini, Ahsin Deni Widyo Prasetyo Domas Galih Patria Eddy Suwasono Eka Askafi Faisal Rizki Fitri Umayasari Gati Gati Ginando Novendra Yudha H., Nunuk Heru Widyatmoko Idris, Ahmad Ike Widya Arini Imam Baehakki Imam Baehaqi Imam Habibi Indis, Nadhifah Al Karlina Lustiana Khusnul Chotimah Kiyuo Kiki Lestari Kurnia Sandy Mamat Susilo Mohamad Mauludi Irwin Muhammad Tunggul Swastiko Mukhamad Rinda Rifa'i Nadhiva Al Indis Nunuk Helilusiatiningsih Nunuk Helilusiatiningsih Nunuk Helilusiatiningsih Nunuk Helilusiatiningsih Pamuji Setyo Utomo Ratna Dewi Mulyaningtiyas Ribut Santosa Risna Yunitasari Rizky Arief Shobirin Sofiyah Ratnawati Sri Wahyuni Mega Hastuti Sudarmini Sudarmini Sudiyono Sudiyono Sukamto Sukamto Supriyono Supriyono Supriyono Supriyono Supriyono Supriyono Supriyono Supriyono Supriyono Taufiq Bimo Nugroho Wenda Catur Prasetya Yulvida Putri Andini Yushi Mardiana Yushi Mardiana