STRATEGI DAYA TARIK BRAND AMBASSADOR DAN SIKAP MEREK TERHADAP MINAT BELI KONSUMEN TOKOPEDIA

Gusti, Yenni Kurnia STRATEGI DAYA TARIK BRAND AMBASSADOR DAN SIKAP MEREK TERHADAP MINAT BELI KONSUMEN TOKOPEDIA. Buletin Ekonomi: Manajemen, Ekonomi Pembangunan, Akuntansi. ISSN 2714-6871

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Abstract

This study aims to determine the effect of brand ambassador attractiveness and brand attitude partially or jointly and to determine the variables that have a significant effect on buying interest in the Tokopedia shopping site in Yogyakarta. The research subjects are the users of Tokopedia services in Yogyakarta and the object is the services of Tokopedia. The method of data analysis in this study used multiple linear regression analysis. Data processing was carried out using SPSS 23 computer software for windows. The research findings conclude that there is an influence of the attractiveness of brand ambassadors and brand attitude on buying interest in the Tokopedia shopping site. The impression caused by a good brand ambassador and brand attitude will be able to create a brand attitude for consumers. The influence of the attractiveness of brand ambassadors and brand attitudes on buying interest simultaneously also affects buying interest at Tokopedia. The results showed that brand ambassadors and brand attitudes had a positive and significant effect on buying interest. The research contribution provides findings in order to choose the right strategy in selecting brand ambassadors to increase the purchase intention of Tokopedia consumers

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