PENGARUH BTS SEBAGAI BRAND AMBASSADOR DAN BRAND IMAGE MELALUI KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI TOKOPEDIA

Abstract

The current growth of online shopping behavior in Indonesian society is evidenced by the large number of transactions from year to year and the variety of goods traded. The development of technology and the internet is the thing that is most in demand by all people, especially in Indonesia. This creates opportunities for everyone to be able to expand their business into the realm of online or e-commerce. Having a good brand image, using brand ambassadors such as BTS (Bangtan Seonyeondan) which is famous and has many fans is a way for a brand to attract consumers to make purchases. influence and maintain consumer loyalty to their products or services. The purpose of this study was to determine the effect of BTS as a brand ambassador, Brand image on consumer confidence through product purchase decisions at Tokopedia. This research was conducted from April to August 2022 by distributing online questionnaires with a total of 125 respondents who used the Tokopedia application and Smart PLS was used as an inference tool. This study found that brand ambassadors have a positive effect on brand image, brand ambassadors have a positive effect on consumer trust and purchasing decisions, brand image has a positive effect on consumer trust and purchasing decisions, and brand ambassadors can mediate the relationship between brand image, service quality, purchasing decisions through consumer trust in Tokopedia.