Malia, Rif'ah (2022) PENGARUH BRAND AMBASSADOR BTS DAN FREE PREMIUM GIFT TERHADAP IMPULSE BUYING PELANGGAN TOKOPEDIA SELURUH INDONESIA (STUDI KASUS PADA EVENT TOKOPEDIAXBTS 12TH ANNIVERSARY EDITION). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Modern humans are starting to take advantage of technological sophistication and shifting human behavior into opportunities that can be used as businesss fields, one of which is Tokopedia. More and more similar businesses make companies need to make strategies in order to survive in the face of competition, some of which are by using brand ambassadors and making sales promotions such as using free premium gift. This study aims to determine and analyze the effect of Brand Ambassador and sales promotion on Impulse Buying of Tokopedia customers at the TokopediaxBTS 12th AnniversaryEdition Event. This type of research is descriptive analysis using multiple linear regression analysis. The sampling technique used is non-probability sampling with an accidental sampling approach. The results of this study indicate that simultaneously, the brand ambassador variable and sales promotion have a positive and significant effect on impulse buying. Partially, the brand ambassador variable has a positive and significant effect on impulse buying while the sales promotion variable has a negative and insignificant effect on impulse buying. Keywords: Brand Ambassadors; Sales promotion; Free Premium Gif; Impulse Buying; TokopediaXBTS
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Additional Information: | JANGAN MOVE TO REPOSITORY, STATUS LOA JURNAL | ||||||||
| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Rif'ah Malia | ||||||||
| Date Deposited: | 06 Jul 2022 01:19 | ||||||||
| Last Modified: | 07 Jul 2022 04:29 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/7323 |
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