Analisis Pengaruh Brand Ambasador terhadap Keputusan Pembelian di Lazada

Authors

  • Diah Widiawati Universitas Merdeka Malang
  • Aleksius Bondan Wicaksono Sudjarwo Universitas Merdeka Malang
  • Adi Suprayitno Universitas Merdeka Malang

DOI:

https://doi.org/10.26905/bismar.v1i1.7332

Abstract

This study aims to examine the influence of brand ambassadors on purchasing decisions at Lazada. This type of research is explanatory research through a quantitative approach. Data collection was obtained through the distribution of online questionnaires to Economics and Business students at University of Merdeka Malang who had purchased and seen Lee Min Hoo's version of Lazada advertisement. The questionnaires collected were 70 questionnaires. The analytical method used is descriptive analysis and multiple linear regression analysis to test the hypothesis using SPSS 25 software. in purchasing decisions at lazada. The credibility variable has the biggest influence on product purchasing decisions at Lazada

References

Doucett, E. (2008). Creating Your Library Brand Diterjemahkan oleh Soenarto.Chicago: The American Library Association.

Detikhot. (2020). Jadi Brand Ambassador Lazada, Lee Min Ho Tampil Bareng Agnez Mo, dari https://hot.detik.com/celeb/d-5215915/jadi-brand-ambassador-lazada-lee-min-ho-tampil-bareng-agnez-mo .

Fidiamtiz, V. A. (2019). Pengaruh Dimensi Brand Ambasador Terhadap Keputusan Pembelian Kosmetik Emina. Politeknik Negeri Sriwijaya. http://eprints.polsri.ac.id

Firman, R. R., Budiwaspada, A. E., & Syarie, A. (2020). Analisis Korelasi Pandangan Konsumen Terhadap Sosok Dian Sastro Sebagai Brand Ambassador Bukakapak. Jurnal Inosains Volume 15 Nomor 1 , 14-22.

Ghozali, I.. (2011). Aplikasi Analisis Multivariate Dengan Program IBMSPSS19, Semarang: Badan Penerbit Universitas Diponegoro.

Kotler, P., & Armstrong, G. (2008). Prinsip-Prinsip Pemasaran Jilid 2.Jakarta: Erlangga.

Kotler, Philip. (2009). Manajemen Pemasaran, Jilid 1, Edisi Kesebelas, Jakarta

Ligia Stephani Samosir, Y. R. (2016). Pengaruh Penggunaan Brand Ambassador dewi Sandra Terhadap Keputusan Pembelian Kosmetik Wardah Di Kota Bandung. Jurnal Sosioteknologi , 233-240.

Lea, & Gaynor, G. (2012). Fashion Marketing Communications E-Book.Somerset, USA: Wiley

Machine, M. (2019). Indonesia jadi negara dengan pertumbuhan e-commerce tercepat didunia, dari https://databoks.katadata.co.id

Masyita, D.A., & Yuliati, A. L. (2017), Pengaruh brand ambassador Dian Sastrowardoyo terhadap brand image produk makeup L'OREAL PARIS Pond’s https://ejurnal.mercubuana-yogya.ac.id

Nasri, H. (n.d.). Pengaruh Brand Ambassador BTS Terhadap Purchase Intention yang didimensi oleh Brand Awareness Tokopedia di Tokopedia.

Royan, F. (2004). Marketing Celebrities. .Jakarta: PT. Elex Media Komputindo

Sugiyono. (2008). Metode Penelitian Kuantitatif dan R&D. Bandung: Allfabeta

------ (2012). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Cetakan ke17. Bandung: Alfabeta

Wulandari, C., Siburian, P. S., & Asnawati (2019) Pengaruh Brand Ambassador Terhadap Keputusan Pembelian Smartphone Oppo F3 di Samarinda. https://journal.feb.unmul.ac.id

Downloads

Published

2022-01-21

Issue

Vol. 1 No. 1 (2022): January 2022

Section

Articles

License

Authors who publish with this journal agree to the following terms:

(1) Copyright of the published articles will be transferred to the journal as the publisher of the manuscripts. Therefore, the author confirms that the copyright has been managed by the journal.

(2) Publisher of Jurnal Penelitian is University of Merdeka Malang.

(3) The copyright follows Creative Commons Attribution–ShareAlike License (CC BY SA): This license allows to Share — copy and redistribute the material in any medium or format, Adapt — remix, transform, and build upon the material, for any purpose, even commercially.