PENGARUH BRAND AMBASSADOR, BRAND IMAGE DAN BRAND LOYALTY TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE TOKOPEDIA

MELIAYUNITA, SERLLY (2026) PENGARUH BRAND AMBASSADOR, BRAND IMAGE DAN BRAND LOYALTY TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE TOKOPEDIA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of Brand Ambassador, Brand Image, and Brand Loyalty on Purchasing Decisions on the Tokopedia marketplace, with a focus on Generation Z users. The population in this study were Tokopedia users residing in East Jakarta and belonging to Generation Z (aged 13–28 years). The sample consisted of 230 respondents selected using purposive sampling. Data collection was conducted using an online questionnaire via Google Form. Data were analyzed quantitatively using the Smart-PLS 4.1 method. The results of the hypothesis testing in this study indicate that brand ambassadors, brand image, and brand loyalty have a positive and significant effect on purchasing decisions. Keywords: Brand Ambassador, Brand Image, Brand Loyalty, Purcahase Decisions Penelitian ini bertujuan untuk menganalisis pengaruh Brand Ambassador, Brand Image, dan Brand Loyalty terhadap Keputusan Pembelian pada marketplace Tokopedia, dengan fokus pada pengguna Generasi Z. Populasi dalam penelitian ini adalah pengguna Tokopedia yang berdomisili di Jakarta Timur dan tergolong Generasi Z (usia 13–28 tahun). Sampel berjumlah 230 responden yang dipilih dengan teknik purposive sampling. Metode pengumpulan data menggunakan kuesioner online melalui Google Form. Data dianalisis secara kuantitatif dengan metode Smart- PLS 4.1. Hasil uji hipotesis pada penelitian menunjukkan bahwa brand ambassador, brand image, dan brand loyalty berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Brand Ambassador, Brand Image, Brand Loyalty, Keputusan Pembelian

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43122010084
Uncontrolled Keywords:	Brand Ambassador, Brand Image, Brand Loyalty, Keputusan Pembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	27 Jul 2026 01:50
Last Modified:	27 Jul 2026 01:50
URI:	http://repository.mercubuana.ac.id/id/eprint/102726

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