Novitasari, Sheily (2024) Pengaruh Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Pada E-commerce Tokopedia. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
As the times are getting more modern, technology is becoming important for all individuals. The internet has become a staple of society for various purposes. Tokopedia as one of the leading e-commerce platforms platform in Indonesia. Tokopedia also faces stiff competition, they managed to maintain a significant market share. One of the most marketing strategy is the collaboration with Blackpink as a brand ambassador, which helps strengthen Tokopedia's brand image. ambassador, which helps strengthen Tokopedia's brand image. The purpose of this this study is to determine the effect of brand ambassadors and brand image on purchasing decisions on e-commerce Tokopedia. image on purchasing decisions on Tokopedia e-commerce. The population of this study is Generation Z who shop at Tokopedia e-commerce and live in the city of commerce Tokopedia and live in Sidoarjo City. This research uses quantitative method involving 84 respondents. The method used is non-probability sampling with purposive sampling technique. Data collected through a questionnaire that is compiled based on indicators of each variable and analyzed with SmartPLS. In this study, primary data were obtained from questionnaires distributed to respondents. to respondents. The results show that brand ambassadors do not significant effect on purchasing decisions. However, brand image has a significant influence on purchasing decisions. Keywords: Brand Ambassador, Brand Image, Purchase Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Sheily Novitasari | ||||||||
| Date Deposited: | 13 Aug 2024 04:24 | ||||||||
| Last Modified: | 13 Aug 2024 04:24 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/28182 |
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