Putri, Rida Febianty (2023) Pengaruh Daya Tarik Boyband BTS (Bangtan Sonyeondan) Sebagai Brand Ambassador Terhadap Keputusan Pembelian Produk di E-Commerce Tokopedia. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
RIDA FEBIANTY PUTRI, 1643010155, The Influence of the Attractiveness of the Boyband Bts (Bangtan Sonyeondan) as a Brand Ambassador on Product Purchasing Decisions at Tokopedia E-Commerce. This study aims to analyze the effect of the attractiveness of BTS as brand ambassadors in the form of Familiarity, Similarity and Likeability on product purchasing decisions at Tokopedia e-commerce. Sample data were obtained from 100 respondents aged 18-35 years who live in Surabaya and know that BTS is Tokopedia's brand ambassador through distribution of questionnaires with purposive sampling technique. Multiple linear regression analysis was used to test the research hypothesis with the support of the t test, F test and the coefficient of determination. The results of this study indicate that: 1) Familiarity and similarity variables have a positive and significant influence on purchasing decisions. 2) The likeability variable has no influence on purchasing decisions at Tokopedia. The Similarity variable has greater results than the Familiarity variable. Simultaneously, the three variables have a positive and significant influence, which means that the attractiveness of BTS has an influence on product purchasing decisions at Tokopedia’s e-commerce. Key Words: Attractiveness (Familiarity, Similarity, Likeability), Purchasing Decisions
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Rida Putri | ||||||||
| Date Deposited: | 26 May 2023 07:59 | ||||||||
| Last Modified: | 26 May 2023 07:59 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/13741 |
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