PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE BLIBLI

Abstract

This study aims to determine and analyze (1) the influence of brand ambassadors on purchasing decisions, (2) the influence of brand image on purchasing decisions, (3) the influence of brand ambassadors and brand image simultaneously on purchasing decisions in/1Blibli e-commerce. The theoretical basis in this study includes brand ambassadors and brand image on the decision to make a decision.

This research was conducted on e-commerce users who had shopped at Blibli, this study used unknown population categories and samples taken as many as 120 respondents using the non-probability sampling method, precisely purposive sampling. Data collection using online questionnaire method from google form. The data analysis technique used is multiple linear regression analysis with the use of the SPSS statistical program version 25.

The results of data analysis in this study, it can be concluded that (1) Brand Ambassador Variables have a positive and significant effect on Purchasing Decisions in Blibli e-commerce, with a significance value of 0.000 < 0.05. (2) Brand Image variable has a positive and significant effect on Purchase Decisions in Blibli e-commerce, with a significance value of 0.000 < 0.05. (3) Simultaneously, Brand Ambassador and Brand Image have a positive and significant influence on Purchasing Decision with a presentation of 76.1%, while the remaining 23.9% is influenced by other variables that are not studied.