Pengaruh Iklan terhadap Minat Beli Tokopedia dengan Brand Ambassador sebagai Variabel Intervening

Abstract

This research has a purpose to know the influence of advertising on purchase intention of Tokopedia with brand ambassadors as intervening variables. There are three variables in this study which include advertising, purchase intention, and brand ambassadors. This study uses quantitative methods through the calculation of the results of the distribution of questionnaires using Google Form for spreading to 395 respondents who knew Tokopedia, knew Korean BTS boyband, and had seen Tokopedia advertisements with Korean BTS boyband. Sampling techniques in this study, using a purposive sampling technique which is part of the non-probability sampling. The results showed that advertising variables have an influence on brand ambassadors, brand ambassador variables have an influence on purchase intention, and variables advertising has an influence on consumer purchase intention.