International Journal Of Science, Technology & Management (IJSTM)
Vol. 5 No. 1 (2024): January 2024

The Influence Of Brand Ambassador And Sales Promotion On Online Repurchase Intention (Case Study On Tokopedia E-Commerce)

Singgih, Mohamad (Unknown)
Agustin Rachmaningrum, Ratih (Unknown)
Pantja Putra, Suatmo (Unknown)
Wunga, Febriani (Unknown)

Article Info

Publish Date
29 Jan 2024

Abstract

The use of brand ambassadors and sales promotions in online shopping applications also has an influence on repeat purchase interest. This becomes interesting to study in the E-Commerce era. The aim of the research is to analyze the influence of brand ambassadors and sales promotions on online repurchase intention. Research respondents are customers who have made purchases through the Tokopedia e-commerce application. This research uses a sample of 100 respondents using data collection techniques through questionnaires. The analysis technique uses multiple linear regression analysis with the SPSS program. Based on the results of the analysis, it shows that the brand ambassador and Sales Promotion variables positive influenced and significant on the online repurchase intention variable of e-commerce application users. The research findings also show that the sales promotion variable has a dominant influence on online repurchase intention variable.

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Journal Info
International Journal Of Science, Technology & Management (IJSTM)
Website

Abbrev

ijstm

Publisher

CV. Inara

Subject

Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Education Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Mechanical Engineering Transportation

Description

International Journal of Science, Technology & Management (IJSTM) is an international scholarly refereed research journal which aims to promote the theory and practice of science, technology, innovation, engineering and ...