Chandrika Ayu Desiana Primary Author mixed material bibliography Jakarta LSPR 2021 en English

Text

The selections of celebrity as brand ambassadors to build brand image had the goal of affecting people in their purchase decisions. This research was conducted to determine whether brand ambassador and brand image impact the purchase decision of Tokopedia, one of the biggest e- commerce in Indonesia. Respondents of this research are people who have transacted through Tokopedia and aware of BTS being Tokopedia’s brand ambassador. The data was gathered using questionnaire that answered by 164 respondents whereas in sampling techniques used are non-probability sampling with based on certain criteria or considerations. This research calculated and analyzed by using IBM Statistics 25 version software tools. The findings revealed that (1) Brand Ambassador has a positive and significant impact on Purchase Decisions, (2) Brand Ambassador has a positive and significant impact on Brand Image, (3) and Brand Image has a positive and significant impact on Purchase Decisions. However, the path analysis revealed that the magnitude of the indirect influence is greater than the direct one. Therefore, (4) brand image mediated brand ambassador on purchase decisions. Keywords: Brand Ambassador, Brand Image, Purchase Decisions thesis Marketing Communication Magda Harahap 2021 Chandrika Ayu Desiana NONE Library LSPR Institute of Communication and Business Amani Library Management System S2.MKC.370.0010.21 S200346SP Hanya Tersedia Softcopy. S2.MKC.370.0010.21 mmm.jpg.jpg 6485 2022-03-24 15:22:24 2022-04-01 11:04:28 machine generated