Pengaruh Brand Ambassador, Sales Promotion dan Hedonic Shopping Motivation Terhadap Keputusan Pembelian Pada Pengguna E-Commerce Tokopedia di Kota Semarang - Octovia Dwi Anggraeni; Sari Listyorini; Apriatni Endang Prihatini (Universitas Diponegoro, 2024)
Abstract: Development technology push growing a lot of e-commerce wich has given rise to intense competition between company so that the right strategy is needed For can compete. Tokopedia uses brand ambassador, sales promotion and hedonic shopping motivation as one of the strategies for can compete with competitors. This study aim to determine influence of brand ambassador, sales promotion and hedonic shopping motivation on the purchase decision of Tokopedia e-commerce users in Semarang City. This type of research use explanatory research with techniques using non-probability sampling with purposive sampling technique. The sample amounted to 100 respondents who were consumers of Tokopedia in Semarang City. This research was processed through SPSS version 26.0. The result show that variable brand ambassador (X1), sales promotion (X2) and hedonic shopping motivation (X3) partially has a positive and significant influence on the purchase decision variabel (Y), as well as brand ambassador variabel (X1) simultaneously has an insignificant effect on purchasing decisions (Y), sales promotion (X2) and hedonic shopping motivation (X3) together own positive and significant influence on the on the purchase decision variabel (Y). The suggestion in this study that Tokopedia can more maximizing use brand ambassador, sales promotion and hedonic shopping motivation to be able to improve purchasing decisions.Keyword: brand ambassador; sales promotion; hedonic shopping motivation; purchase decisionAbstraksi: Perkembangan teknologi mendorong tumbuhnya banyak e-commerce yang menimbulkan persaingan ketat antar perusahaan sehingga dibutuhkan strategi yang tepat untuk dapat bersaing. Tokopedia menggunakan brand ambassador, sales promotion dan hedonic shopping motivation sebagai salah satu strategi untuk dapat bersaing dengan kompetitor. Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador, sales promotion dan hedonic shopping motivation terhadap keputusan pembelian pada pengguna e-commerce Tokopedia di Kota Semarang. Sampel berjumlah 100 responden yang merupakan konsumen Tokopedia di Kota Semarang. Penelitian ini diolah menggunakan SPSS versi 26.0. Hasil penelitian menunjukkan bahwa variabel brand ambassador (X1), sales promotion (X2), hedonic shopping motivation (X3) secara parsial memiliki pengaruh yang positif dan signifikan terhadap variabel keputusan pembelian (Y), serta variabel brand ambassador (X1) secara simultan berpengaruh tidak signifikan terhadap keputusan pembelian (Y). Sales promotion (X2) dan hedonic shopping motivation (X3) secara bersama memiliki pengaruh positif dan signifikan terhadap variabel keputusan pembelian (Y). Saran dalam penelitian ini adalah Tokopedia dapat lebih memaksimalkan penggunaan brand ambassador, sales promotion dan hedonic shopping motivation untuk dapat meingkatkan keputusan pembelian.Kata Kunci: brand ambassador; sales promotion; hedonic shopping motivation; keputusan pembelian