Pengaruh Kredibilitas Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Pengguna Aplikasi Tokopedia Di Surabaya

Abstrak

This study aims to determine whether there is an influence between Brand Ambassador Credibility and Brand Image on Purchase Decisions for Tokopedia application users in Surabaya. With a population of all users of the Tokopedia application in Surabaya and using the sampling technique is Non Probability Sampling using the Porposive Sampling method with a sample of 100 respondents. This study uses quantitative research methods and by testing the SPSS ver 21 tool. The data collection technique used by the researcher is a questionnaire by distributing statements to 100 respondents for Korean idol BTS fans who have used the Tokopedia application. The research data analysis technique used descriptive analysis, multiple linear regression analysis, and hypothesis testing, namely the t test, F test, and the coefficient of determination (R²) test. Based on the results of the t-test and F-test conducted by the researcher, the credibility of the Brand Ambassador and Brand Image, either independently or jointly, has a positive and significant effect on purchasing decisions. In selecting a Brand Ambassador, Tokopedia should choose someone who is reliable in their field so that the company can achieve targets to be more targeted and Tokopedia must position itself as a customer by creating products/brands that are unique or that have never been sold by Tokopedia that are different from competitors.