Pengaruh Penggunaan Brand Ambassador Dan Brand Image Idol K-Pop Terhadap Keputusan Pembelian (Studi Kasus Perusahaan E-commerce Tokopedia)

Muslim, Sarah Amalia and -, Kusdiyanto, S.E., M.Si (2020) Pengaruh Penggunaan Brand Ambassador Dan Brand Image Idol K-Pop Terhadap Keputusan Pembelian (Studi Kasus Perusahaan E-commerce Tokopedia). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of the use of brand ambassadors and K-Pop idol brand image on purchasing decisions partially and simultaneously. This type of research is quantitative. The sampling technique is purposive sampling. Data collection techniques in this study using secondary data through field studies in the form of a personal questionnaire. The analysis used in this study includes the research instrument test, the classic assumption test and the hypothesis test. The results of this study indicate that: (1) Brand Ambassador has a positive and significant effect on purchasing decisions in the Tokpedia marketplace, so H1 stating that brand ambassadors have a significant effect on purchasing decisions is accepted. (2) Brand Image has a significant effect on purchasing decisions on the Tokpedia marketplace , so H2 stating that brand image has a significant effect on purchasing decisions on the Tokopedia marketplace is accepted

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	brand ambassador, brand image, buying decision, marketplace, dan tokopedia.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	SARAH AMALIA MUSLIM
Date Deposited:	14 Aug 2020 02:52
Last Modified:	14 Aug 2020 02:52
URI:	http://eprints.ums.ac.id/id/eprint/84753

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