PENGARUH PENGGUNAAN BANGTAN BOYS MENJADI BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN KEPADA E- COMMERCE TOKOPEDIA DENGAN MEMEDIASI BRAND IMAGE DAN BRAND AWARENESS

Abstract

This research was conducted to explore the influence of Brand Ambassador on E- Commerce marketing. It is hoped that this research can be fair in increasing information at the theoretical/scientific level of marketing management, especially with regard to purchasing decisions made by consumers as long as a brand cooperates with the Brand Ambassador they choose to represent the brand to be promoted. This study uses the survey method as a technique in collecting research data by distributing it online. The respondents of this study were selected using the purposive sampling method. This research was conducted using quantitative methods with the analysis of Structural Equation Model (SEM), using Instrument Testing and in determining the sample using the purposive sampling method.

This research produces several findings, firstly Brand Ambassador has a significant influence on Brand Image. secondly, the influence of the Brand Ambassador on Brand Awareness. The three Brand Awareness have an effect on the Purchase Decision. The four Brand Image have a significant influence on the Purchase Decision. The five Brand Ambassadors have a significant influence on consumer purchasing decisions. There are managerial implications in this research for companies when doing promotions, namely by using a Brand Ambassador properly it can improve Brand Image, Brand Awareness and Purchase Decisions in achieving company goals.