PENGARUH BRAND AMBASSADOR BEYOND THE SCENE (BTS) TERHADAP KEPUTUSAN PEMBELIAN PADA TOKOPEDIA (Survei Pada Penggemar Beyond The Scene (BTS) Yang Menggunakan Tokopedia Di Jabodetabek)

RIZQI DWI SUTARDI, . (2020) PENGARUH BRAND AMBASSADOR BEYOND THE SCENE (BTS) TERHADAP KEPUTUSAN PEMBELIAN PADA TOKOPEDIA (Survei Pada Penggemar Beyond The Scene (BTS) Yang Menggunakan Tokopedia Di Jabodetabek). Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK RIZQI DWI SUTARDI. 2020. Pengaruh Brand Ambassador Beyond The Scene (BTS) Terhadap Keputusan Pembelian Tokopedia (Survei pada Penggemar Beyond The Scene (BTS) yang Menggunakan Tokopedia diJabodetabek). Program Studi DIII Manajemen Pemasaran. Fakultas Ekonomi. Universitas Negeri Jakarta. Karya ilmiah ini bertujuan untuk mengetahui: 1) Deskripsi tentang keputusan pembelian produk pada Tokopedia. 2) Deskripsi tentang brand ambassador BTS. 3) Pengaruh brand ambassador BTS terhadap keputusan pembelian pada Tokopedia. Metode yang digunakan dalam penelitian ini ialah metode survei yang menggunakan kuesioner secara online. Sampel dalam penelitian ini melibatkan 100 responden. Subjek dalam penelitian ini adalah penggemar Beyond The Scene (BTS) yang menggunakan Tokopedia di Jabodetabek. Berdasarkan hasil dari penelitian ini menunjukkan bahwa brand ambassador Beyond The Scene (BTS) berpengaruh terhadap keputusan pembelian pada Tokopedia, hal ini dibuktikan dengan hasil hipotesis dengan nilai signifikansi sebesar 0,000. Dalam Koefisien Determinasi (R2) brand ambassador mempengaruhi keputusan pembelian sebesar 35,9% dan 64,1% dipengaruhi oleh variabel lain. Kata kunci: Brand Ambassador, Keputusan Pembelian. ABSTRACT RIZQI DWI SUTARDI. 2020. The Effect Of Brand Ambassador Beyond The Scene(BTS) On Purchasing Decisions In Tokopedia (Survey on Beyond The Scene(BTS) Fans Using Tokopedia in Jabodetabek). DIII Study Program in Marketing Management. Faculty of Economics. State University of Jakarta. This scientific work aims to find out: 1) Description of the product purchasing decision on Tokopedia. 2) Description of BTS brand ambassadors. 3) The influence of BTS brand ambassadors on purchasing decisions on Tokopedia. The method used in this study is a survey method using online questionnaires. The sample in this study involved 100 respondents. The subjects in this study were Beyond The Scene (BTS) fans using Tokopedia in Jabodetabek. Based on the results of this research show that brand ambassador beyond the scene (BTS) influence purchasing decisions on Tokopedia, this evidenced by the results of the hypothesis with a significance value of 0,000. In the coefficient of determination (R2) brand ambassador influence purchasing decisions by 35,9% and 64,1% influenced by other variables. Keywords: Brand Ambassador, Purchasing Decision.

Item Type: Thesis (Diploma)
Additional Information: Shandy Aditya, BIB, MPBS ;
Subjects: Manajemen > Manajemen Pemasaran
Divisions: FE > D III Manajemen Pemasaran
Depositing User: Users 5961 not found.
Date Deposited: 13 Sep 2020 09:47
Last Modified: 13 Sep 2020 09:47
URI: http://repository.unj.ac.id/id/eprint/10806

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