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Savrila Sekar Alifia Wibowo
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Pengaruh BTS Sebagai Brand Ambassador Tokopedia Terhadap Keputusan Pembelian Savrila Sekar Alifia Wibowo; Abdul Yusuf
Jurnal Ilmiah Wahana Pendidikan Vol 9 No 9 (2023): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.7939339

Abstract

Nowadays the trend of online shopping (Online Shopping) is increasingly widespread in almost all circles of society. So that more and more parties are trying to provide containers that allow transactions between sellers (E-commerce) and buyers through networks or known as Marketplaces to occur. Tokopedia is one of the Marketplaces that competes with business actors in the same field. As a marketing strategy, Tokopedia recruited a Korean boy group named BTS as a digital Brand ambassador aimed at winning the competition. This study aims to prove the influence of BTS as Tokopedia's brand ambassador on purchasing decisions. As sampling, this study used Tokopedia users and/or BTS fans who are over 16 years old. The analytical technique used is Multiple Linear Regression, which will make it easier to see the role of BTS as Tokopedia's brand ambassador for purchasing decisions to be tested. The test results show that the use of BTS as Tokopedia's brand ambassador has an effect on purchasing decisions at Tokopedia.
Pengaruh BTS Sebagai Brand Ambassador Tokopedia Terhadap Keputusan Pembelian Savrila Sekar Alifia Wibowo; Abdul Yusuf
Jurnal Ilmiah Wahana Pendidikan Vol 9 No 9 (2023): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.7968944

Abstract

Online shopping trend (Online Shopping) is increasingly widespread among various segments of society. As a result, there are more efforts to provide platforms that facilitate transactions between sellers (E-commerce) and buyers through online marketplaces. Tokopedia is one of the marketplaces that competes with other players in the same field. As part of their marketing strategy, Tokopedia has enlisted the Korean boy group BTS as their digital Brand Ambassador with the aim of winning the competition. This research aims to prove the influence of BTS as the brand ambassador of Tokopedia on purchase decisions. The research uses a sample of 100 Tokopedia users who are fans of BTS and aged over 16 years old. The analysis techniques used are multiple linear regression analysis and classic assumption tests to examine the role of BTS as the brand ambassador of Tokopedia on purchase decisions. The test results show that the use of BTS as the brand ambassador of Tokopedia has an influence on purchase decisions on Tokopedia.
Co-Authors Abdul Yusuf Abdul Yusuf