PENGARUH PROMOSI, BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN DAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING PENGGUNA TOKOPEDIA DI JABODETABEK

DEWI AMALIA PROBOSINI, . (2021) PENGARUH PROMOSI, BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN DAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING PENGGUNA TOKOPEDIA DI JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh promosi, brand ambassador terhadap keputusan pembelian dan brand image sebagai variabel intervening pengguna Tokopedia pada masyarakat Jabodetabek. Penelitian ini dilakukan selama kurang lebih enam bulan dari Januari 2021 hingga Juni 2021. Metode yang digunakan oleh peneliti adalah metode survei dengan teknik purposive sampling, yang dimana mencari tahu sesuai dengan kriteria tertentu dan disebarkan melalui google form. Sedangkan analisis yang digunakan dalam penelitian tersebut adalah analisis SEM AMOS dengan menggunakan metode kuantitatif. Populasi yang dilibatkan adalah pengguna Tokopedia khusus pernah membeli di Tokopedia pada wilayah Jabodetabek sebanyak 200 responden. Hasil penelitian tersebut yaitu promosi, brand ambassador dan brand image secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Sedangkan secara persial, variabel promosi, brand ambassador dan brand image berpengaruh positif dan signifikan. The purpose of this study was to determine the effect of promotion, brand ambassador on purchasing decisions and brand image as an intervening variable for Tokopedia users in the Jabodetabek community. This research was conducted for approximately six months from January 2021 to June 2021. The method used by the researcher is a survey method with purposive sampling technique, which seeks to find out according to certain criteria and is distributed via google form. While the analysis used in this study is AMOS SEM analysis using quantitative methods. The population involved is special Tokopedia users who have purchased at Tokopedia in the Jabodetabek area as many as 200 respondents. The results of this study are promotion, brand ambassador and brand image simultaneously have a positive and significant effect on purchasing decisions. While partially, the variables of promotion, brand ambassador and brand image have a positive and significant effect.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Drs. Nurdin Hidayat, M.M., M.Si. ; 2). Muhammad Yusuf, SE., MM.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 10690 not found.
Date Deposited:	28 Aug 2021 09:54
Last Modified:	28 Aug 2021 09:54
URI:	http://repository.unj.ac.id/id/eprint/17903

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