PENGARUH BRAND AMBASSADOR BTS TERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH BRAND AWARENESS TOKOPEDIA DI INDONESIA

Authors

  • Hilmi Nasri

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador terhadap purchase intention yang dimediasi oleh brand awareness Tokopedia di Indonesia. Jenis penelitian ini adalah explanatory research yang menjelaskan kausal antara variabel-variabelnya melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 190 responden pengguna Tokopedia yang berminat melakukan transaksi pembelian melalui Tokopedia. Pengambilan sampel dengan menggunakan teknik non-probability sampling dengan metode snowball sampling. Analisis data menggunakan alat uji Partial Least Square (PLS) dengan software Smart PLS versi 2.0 M3 melalui tahapan analisa outer model, inner model, dan pengujian hipotesis. Dari hasil pengujian terhadap keempat hipotesis, dapat disimpulkan bahwa variabel brand ambassador berpengaruh positif terhadap purchase intention Tokopedia di Indonesia. Variabel brand awareness berpengaruh positif terhadap purchase intention Tokopedia di Indonesia. Variabel brand ambassador berpengaruh positif terhadap purchase intention yang dimediasi oleh brand awareness Tokopedia di Indonesia.

Kata Kunci: Brand Ambassador, Purchase Intention, Brand Awareness

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Published

2020-07-23

Issue

Vol. 8 No. 2

Section

S1 MANAJEMEN

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