NURJANAH, SITI (2024) ANALISIS BRAND AMBASSADOR, BRAND AWARENESS, DAN ADVERTISING TERHADAP PURCHASE DECISION ONLINE PADA TOKOPEDIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine the "Analysis of Brand Ambassador, Brand Awareness, and Advertising on Online Purchase Decisions on Tokopedia (A Study on Tokopedia E-commerce in the Jabodetabek Area)." In this research, the independent variables consist of Brand Ambassador, Brand Awareness, and Advertising, while the dependent variable is Purchase Decision. The population in this study comprises consumers in the Jabodetabek area who have used the Tokopedia application. The sample used includes 130 respondents who meet the criteria of having used Tokopedia for at least the last 6 months, selected using a nonprobability sampling method with purposive sampling technique. The data collection method employs a questionnaire with statements of indicators in the study. The analytical techniques used in this research include outer model tests (Convergent Validity, Discriminant Validity, Composite Reliability), inner model tests (R-Square, Q-Square, Hypothesis Testing). Data were collected by distributing questionnaires to consumers and processed using the Smart PLS 4.0 program. This study proves that Brand Ambassador has a positive but not significant effect on Purchase Decision. Brand Awareness has a positive and significant effect on Purchase Decision. Advertising has a positive and significant effect on Purchase Decision. Penelitiana ini bertujuan untuk menguji “Analisis Brand Ambassador, Brand Awareness, dan Advertising Terhadap Purchase Decision Online Pada Tokopedia (Studi Pada E-commerce Tokopedia Area Jabodetabek)”. Dari penelitian ini variabel independen terdiri dari Brand Ambassador, Brand Awareness, dan Advertising serta variabel dependennya Purchase Decision. Populasi dalam penelitian ini adalah konsumen di wilayah Jabodetabek yang pernah menggunakan aplikasi Tokopedia. Sampel yang digunakan adalah 130 responden dengan kriteria responden pengguna Tokopedia minimal 6 bulan terakhir serta menggunakan metode nonprobability sampling dengan Teknik purposive sampling. Metode pengumpulan data menggunakan kusioner dengan pernyataan indikator dalam penelitian. Teknik analisis yang digunakan dalam penelitian ini meliputi uji outer model (Convergent Validity, Discriminant Validity, Composite Reliability), uji inner model (R-Square, Q-Square, Pengujian Hipotesis). Data dikumpulkan dengan membagikan kuisioner kepada konsumen dan diolah menggunakan program Smart PLS 4.0. penelitian ini membuktikan bahwa Brand Ambassador berpengaruh positif dan tidak signifikan terhadap Purchase Decision. Brand Awareness berpengaruh positif dan signifikan terhadap Purchase Decision. Advertising berpengaruh positif dan signifikan terhadap Purchase Decision.
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