Pengaruh Korean Wave, Parasocial Relationship, dan Brand Ambassador terhadap Niat Menggunakan E-commerce Tokopedia

Isura, Windy Karina
Hapsari, Raditha Dwi Vata

Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Vol. 2 No. 1 (2023)

The objective of this research is to assess and analyze the effects of Korean wave, parasocial relationship, and brand ambassador on the intention to use Tokopedia. This research was conducted on Tokopedia company using 130 respondents, who were selected using non-probability sampling method and purposive sampling technique. The variables of this research are Korean wave, parasocial relationship, brand ambassador, and intention to use. The population are Tokopedia users who follow BTS, Tokopedia’s brand ambassador, in social media. The data was analyzed using descriptive statistics and multiple linear regression, and the research hypotheses were assessed using F test, t test, and coefficient of determination (R2) test, all of which were performed in IBM SPSS 25. This study finds that Korean wave have a positive but insignificant effect on the intention to use, while parasocial relationship and brand ambassador positively and significantly affect the intention to use.   Abstrak Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh korean wave, pa­rasocial relationship, dan brand ambassador terhadap niat menggunakan e-commerce To­ko­pedia. Penelitian ini dilakukan pada perusahaan Tokopedia. Teknik pengambilan sampel pe­nelitian ini menggunakan teknik non-probability sampling dengan jenis purposive sam­pling. Sampel penelitian diperoleh sebanyak 130 responden. Variabel penelitian ini terdiri da­ri korean wave, parasocial relationship, brand ambassador dan niat menggunakan e-com­merce Tokopedia. Populasi dalam penelitian ini adalah pengguna e-commerce Tokopedia ya­ng turut mengikuti BTS, brand ambassador Tokopedia, di media sosial. Adapun metode ana­lisis data pada penelitian ini menggunakan statistik deskriptif dan analisis regresi linier ber­ganda. Pengujian hipotesis penelitian dilakukan dengan menggunakan uji koefisien de­ter­mi­nasi (R2), uji F dan uji t melalui program Statistika IBM SPSS 25. Hasil penelitian me­nun­jukkan bahwa korean wave berpengaruh tidak signifikan terhadap niat penggunaan e-com­merce Tokopedia, sedangkan parasocial relationship dan brand ambassador ber­penga­ruh positif dan signifikan terhadap niat penggunaan e-commerce Tokopedia.