Paiza Tri Astini, NIM. 212019108 (2023) PENGARUH BRAND IMAGE DAN BRAND AMBASSADOR ARTIS K-POP (BTS) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN TOKOPEDIA DI KOTA PALEMBANG. Skripsi thesis, Universitas Muhammadiyah Palembang.

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Abstract

The formulation of the problem in this study is 1) Is there any influence of the Brand Ambassador and Brand Image of K-POP Artists (BTS) on the purchasing decisions of Tokopedia consumers in Palembang City 2) Is there any influence of K-POP Artist Brand Ambassadors (BTS) on the purchasing decisions of Tokopedia consumers in Palembang City 3) Is there any influence of Brand Image of K-POP Artists (BTS) on the purchasing decisions of Tokopedia consumers in Palembang City. The purposes of this research are 1) to determine the influence of Brand Ambassadors and Brand Image of K-POP Artists (BTS) on the purchasing decisions of Tokopedia consumers in Palembang City. 2) To determine the influence of K-POP Artist Brand Ambassadors (BTS) on the purchasing decisions of Tokopedia consumers in Palembang City. 3) determine the effect of the Brand Image of K-POP Artists (BTS) on the purchasing decisions of Tokopedia consumers in Palembang City. This research includes associative research. There are three variables used, namely: Brand Ambassador, Brand Image and purchasing decisions. The population of this research is the people of Palembang city. The sample was determined to be 100 taken by purposive sampling. The data used is primary data, while the data collection technique is a questionnaire. The analysis technique used is Multiple Linear Regression. The results of the analysis show 1) Brand Ambassador and Brand Image on Tokopedia consumer purchasing decisions, 2) There is a significant influence of Brand Ambassador on Tokopedia consumer purchasing decisions, 3) There is a significant influence of Brand Image on Tokopedia consumer purchasing decisions.

Item Type:	Thesis (Skripsi)
Additional Information:	Pembimbing : 1. Mardiana Puspasari, S.E., M.Si 2. Gumar Herudiansyah, S.E., M.M
Uncontrolled Keywords:	Purchase Decision, Brand Ambassador, Brand Image
Subjects:	Manajemen > manajemen penjualan
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen (S1)
Depositing User:	mahasiswa Fakultas Ekonomi & Bisnis
Date Deposited:	08 Sep 2023 03:31
Last Modified:	08 Sep 2023 03:31
URI:	http://repository.um-palembang.ac.id/id/eprint/26394

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