The Effect of Ambassador's Brand, and Brand Image on Purchase Decision Process in E-Commerce Tokopedia

Abstract

The purpose of this study is to discover and explain the effects of Brand Ambassador and Brand Image on the Purchase Decision Process, as well as to discover and explain that the Brand Ambassador variable has a partial effect on the Purchase Decision Process. An explanatory research type and a quantitative approach are used in this study. A total of three variables were examined in this research: Brand Ambassadors (X1), Brand Image (X2), and the Purchase Decision Process (PDP) (Y). Tokopedia customers were asked to fill out an online survey as a means of obtaining data. The sample used in this study amounted to 116 respondents with the respondent's criteria, namely respondents knew E-Commerce Tokopedia and had shopped online through E-Commerce Tokopedia. Descriptive and multiple linear regression analysis are utilized as sampling methods. The results demonstrated that the purchase decision process (Y) was highly influenced by both the Brand Ambassador (X1) and Brand Image (X2) variables at the same time. Then, the influence of Brand Ambassador (X1) and Brand Image (X2) variables on the Purchase Decision Process is partial and significant (Y).

Brand Image Mediates Product Quality and Electronic Word of Mouth Towards Purchase Decision

“…Research conducted by Lusiah et al, (2018) found that purchase decisions are positively and significantly influenced by brand image. Further research conducted by Tjahjono et al, (2021); Rosanti et al, (2021) found that brand image positively and significantly influences purchase decisions, in line with this in Jamila & Siregar's research, (2022); Sulihandini et al, (2022) found that purchase decisions are positively and significantly influenced by brand image. Based on the description that has been presented, the hypothesis proposed is as follows:…”

“…Research conducted by Murdapa, (2020) stated the results that product quality has a positive and significant effect on brand image. Further research conducted by Sulihandini et al, (2022) found results that brand image has a positive and significant influence on purchase decisions. In Saraswati & Giantari's research, (2022) found that brand image positively and significantly mediates the effect of product quality on purchase decisions.…”

Pengaruh Promosi Dan Brand Ambassador Terhadap Keputusan Pembelian Di Tokopedia

“…Konsumen cenderung tertarik dan terpengaruh oleh selebriti atau tokoh terkenal yang menjadi Brand ambassador karena mereka dianggap memiliki sifat-sifat yang mengesankan, menarik, atau diinginkan (Kurniawan & Saputra, 2022). Ketertarikan terhadap Brand ambassador dapat memicu perhatian dan minat konsumen terhadap produk atau merek yang diwakilinya, yang kemudian dapat mempengaruhi keputusan pembelian (Sulihandini et al, 2022). H2: Brand ambassador berpengaruh terhadap keputusan pembelian…”

“…Hasil penelitian ini menunjukkan bahwa kehadiran brand ambassador dalam kampanye promosi Tokopedia memiliki dampak yang penting dalam mempengaruhi keputusan pembelian mahasiswa Institut Asia Malang. Hasil penelitian ini mendukung penelitian (Agustina et al, 2023;Arista & Fikriyah, 2022;Qurratu'aini et al, 2021;Sterie et al, 2019;Sulihandini et al, 2022;Waluyo & Suwitho, 2022). Namun bertentangan dengan hasil penelitian (Fauziah & Tunjungsari, 2022;Gusdaputra et al, 2023;Suci Wahyuni et al, 2022).…”

“…Sedangkan penelitian tentang pengaruh brand ambassador menunjukkan hasil yang tidak konsisten. Terdapat empat penelitian yang menunjukkan hasil tidak berpengaruh (Fauziah & Tunjungsari, 2022;Gusdaputra et al, 2023;Suci Wahyuni et al, 2022;Yudhistira & Patrikha, 2021), sedangkan sebagian besar penelitian menunjukkan hasil yang sebaliknya (Agustina et al, 2023;Arista & Fikriyah, 2022;Diawati et al, 2021;Kurniawan & Saputra, 2022;Qurratu'aini et al, 2021;Sterie et al, 2019;Sulihandini et al, 2022;Waluyo & Suwitho, 2022). Kemudian penelitian yang mengkaji pengaruh kedua variabel secara simultan menunjukkan hasil yang konsisten yaitu berpengaruh signifikan terhadap keputusan pembelian konsumen (Handayani, 2022;Khotimah & Suryadi, 2021;Nainggolan & Novianto, 2022;Probosini et al, 2021).…”