Ketika Selebriti Menjual: Seberapa Efektif Brand Ambassador dalam Mempengaruhi Konsumen Tokopedia?

Abstract

The purpose of this research is to analyze the influence of brand ambassador and advertisement on purchase decision towards tokopedia marketplace (case study among singkawang city community). The research uses a quantitative method. The data collection technique uses a questionnaire. The population in this research are the users of tokopedia marketplace in singkawang city and as many as 100 respondents will be used samples. The sampling technique uses purposive sampling. Variables that analyzed in this research are brand ambassador and advertisement as the independent variables and purchase decision as the dependent variable. The results of this research are (1) Based on the simultaneous test, brand ambassador and advertisement simultaneously have a significant effect on purchase decision. (2) Based on the partial test, brand ambassador and advertisement individually have a significant effect on purchase decision towards tokopedia marketplace.