The Influence of Brand Ambassadors, Trust and Advertising on Purchase Decisions on E-commerce Tokopedia (Case Study on Tokopedia E-commerce Users at the Faculty of Economics and Business, Bhayangkara University,Jakarta)

Authors

  • Rival Aria Putra Universitas Bhayangkara
  • Matdio Siahaan Universitas Bhayangkara

DOI:

https://doi.org/10.37010/int.v3i2.860

Keywords:

brand ambassador, trust, advertising , purchase

Abstract

This study is to determine the effect of ambassadors, trust and advertising on purchasing decisions on Tokopedia E-commerce. This research is a quantitative study where the object used is a student of the Management Study Program, Faculty of Economics and Business, Ubhara Jaya users of E-commerce Tokopedia. This research was conducted using non-probability sampling with purposive sampling method. And as for the number of samples used is 93, but after distributing the online questionnaire, 112 samples have been obtained and those that are included in the criteria for the last study have been determined for the study the number of 93 samples. While the data analysis technique used is multiple regressionwhich begins with validity and reliability tests, then classical assumption test which contains multicollinearity test, heteroscedasticity test, and normality test. And finally, there is a hypothesis test that uses the t-test. data was processed using IBM SPSS Statistics V23. The results show that: (1) Partially brand ambassadors have nopositive and significant effect on purchasing decisions on E-commerce Tokopedia, (2) partially trust has a positive and significant effect on purchasing decisions on E-commerce Tokopedia, (3) partially advertising hasa positive and significant effect on purchasing decisions on E-commerce Tokopedia.

References

Andini, Natsaya P., Suharyono, & Sunarti. (2014). Pengaruh Viral Marketing Terhadap Kepercayaan Pelanggan Dan Keputusan Pembelian Online Melalui Media Sosial Instagram). Jurnal Administrasi Bisnis, 11(1), 1–6. administrasibisnis.studentjournal.ub.ac.id

Anwar, R., & Adidarma, W. (2016). Pengaruh Kepercayaan Dan Risiko Pada Minat Beli Belanja Online

Rosian A., Wijaya A. Jurnal Manajemen Dan Bisnis Sriwajaya, 14, 2.

Doucett, E. (2008). Creating your library brand: Communicating your relevance and value to your patrons. American Library Association.

Dougherty, C. (2002). Introduction to econometrics (2nd ed.). Oxford Univeristy Press.

Firmansyah, A. (2019). Pemasaran Produk dan Merek (Planning & Strategy). Qiara Media.

Geurin, A. N. (2020). Sport brand ambassadors’ experiences in sponsored user-generated branding programs. Sport, Business and Management: An International Journal, 10(4), 451–470. https://doi.org/10.1108/SBM-08-2019-0065

Ilaisyah, H. L., & Sulistyowati, R. (2020). Pengaruh Brand Ambassador dan Iklan Terhadap Keputusan Pembelian Konsumen Pada Market Place Tokopedia. Jurnal Pendidikan Tata Niaga), 8(3), 904–910.https://jurnalmahasiswa.unesa.ac.id/

Katadata. (2021). Nilai Transaksi E-CommerceMencapai Rp 266,3 Triliun pada 2020.Katadata.Co.Id. databoks.katadata.co.id/datapublish

Kotler, P., & Keller, K. L. (2016). Marketing Management Global Edition (Vol. 15E). https://doi.org/10.1080/08911760903022556

Kurniawan, A. W., & Puspitaningtyas, Z. (2016). Metode Penelitian Kuantitatif (1st ed.). Pandiva Buku.

Nawangsari, S., & Pramesti, W. N. (2017). Pengaruh Kepercayaan, Kualitas Layanan, dan Keamaan Terhadap Keputusan Pembelian (Studi Kasus Pada Tokopedia.com). Jurnal Manajemen Dan Bisnis Indonesia, 4(3), 385–394. https://doi.org/10.31843/jmbi.v4i3.131

Quesenberry, K. A. (2019). Social media strategy?: marketing, advertising, and public relations inthe consumer revolution.

Rahmadi, H., & Malik, D. (2018). Pengaruh Kepercayaan Dan Persepsi Risiko Terhadap Keputusan Pembelian E-commerce Pada Tokopedia.Com Di Jakarta Pusat. Reformasi Administrasi, 3(1)126– 145.https://doi.org/10.31334/.v3i1.100

Selly, S., Lie D., Efendi, E., & Nainggolan, N. T. (2019). Pengaruh Iklan Dan Promosi Penjualan Terhadap Keputusan Pembelian Konsumen Pada Situs Belanja Online Lazada (Studi KasusPada Mahasiswa Semester VI Program Studi Sarjana Manajemen Stie Sultan Agung). SULTANIST: Jurnal Manajemen Dan Keuangan, 7(1), 46–55.https://doi.org/10.37403/sultanist.v7i1.136

Simmiliar Web. (2021). Simmiliar Web/tokopedia. May 2021. https://www.similarweb.com/website/tokopedia.com/#overview

Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (19th ed.). Alfabeta.

Sumarno, F. (2014). Analisis PengaruhKepercayaan, Keamanan, Kualitas Pelayanan,dan Persepsi Risiko Terhadap Keputusan Pembelian Melalui Situs Jejaring Sosial.

Tokopedia. (2021). 2021, Tokopedia Tunjuk Dua Brand Ambassador Sekaligus: BTS dan BLACKPINK. tokopedia.com/blogWe Are Social, & HootSuite. (2021). DIGITAL 2021:INDONESIA.https://datareportal.com/reports/digital- 2021- indonesia

Yulikasari, R., & Pramusinto, H. (2016). Pengaruh Kesiapan Belajar, Kompetensi ProfesionalGuru Dan Lingkungan Belajar Terhadap Motivasi Belajar Mata Pelajaran Kearsipan. Economic Education Analysis Journal, 5(3), 825–837.

Published

2022-10-31

How to Cite

Putra, R. A. ., & Siahaan, M. . (2022). The Influence of Brand Ambassadors, Trust and Advertising on Purchase Decisions on E-commerce Tokopedia (Case Study on Tokopedia E-commerce Users at the Faculty of Economics and Business, Bhayangkara University,Jakarta). INTELEKTIUM, 3(2), 158–172. https://doi.org/10.37010/int.v3i2.860
Abstract viewed = 391 times