AZHARI, ALIFA (2024) PENGARUH BRAND AMBASSADOR BLACKPINK TERHADAP KEPUTUSAN PEMBELIAN DI TOKOPEDIA PERIODE 2021-2022. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research is motivated by the e-commerce competition in Indonesia, Tokopedia, which uses a brand ambassador from South Korea as a communication medium that is expected to influence purchasing decisions on Tokopedia. The aim of this study is to determine the influence of the brand ambassador variable (X) on purchasing decisions (Y). The theory used by the researcher in conducting the study is the Hierarchy of Effects Theory, which explains that consumers must go through the awareness stage before reaching the purchasing decision stage. This research uses a quantitative research method with simple linear regression data analysis techniques. The data collection technique uses non-probability sampling with a sample size of 100 respondents. The research found that the influence of the X variable (Brand Ambassador) can explain the Y variable (Purchasing Decision) by 39.2%. Meanwhile, 60.8% is explained by other factors not examined by the author. The t-test results show that the significance probability value is 0.000 <0.05 with a t-value of 7.954 > t-table 1.66055 (df = N-2), indicating that the Brand Ambassador (X) has an effect on the Purchasing Decision (Y), or Ho is rejected and H1 is accepted. Keywords: Brand Ambassador, Purchase Decision, Hierarchy of Effects Theory, Quantitative Method Penelitian ini dilatarbelakangi oleh persaingan e-commerce di Indonesia, Tokopedia, yang menggunakan brand ambassador asal Korea Selatan sebagai media komunikasi yang tentunya diharapkan dapat mempengaruhi keputusan pembelian di Tokopedia. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh antar variabel brand ambassador (X) dengan keputusan pembelian (Y). Teori yang digunakan peneliti dalam menjalankan penelitian adalah Hierarchy of Effects Theory dimana dijelaskan bahwa untuk sampai ke tahap keputusan pembelian harus konsumen melalui tahap pengenalan terlebih dahulu. Penelitian ini menggunakan metode penelitian kuantitatif dengan teknik analisis data regresi linier sederhana.Teknik pengambilan data menggunakan non probability sampling dengan jumlah sampel sebanyak 100 responden. Penelitian ini menemukan bahwa pengaruh variabel X (Brand Ambassador) dapat menjelaskan variabel Y (Keputusan Pembelian) sebesar 39,2 %. Sedangkan sebesar 60,8% dijelaskan oleh faktor lain yang tidak diteliti oleh penulis. Serta hasil uji t menunjukkan bahwa nilai probabilitas signifikansi signifkansi sebesar 0.000 < 0,05 dengan t hitung 7.954 > t tabel 1.66055 (df=N-2) sehingga Brand Ambassador (X) berpengaruh terhadap Keputusan Pembelian (Y) atau Ho ditolak dan H1 diterima. Kata Kunci: Brand Ambassador, Keputusan Pembelian, Hierarchy of Effects Theory, Metode Kuantitatif
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