Pengaruh Brand Ambassador, Iklan dan Brand Awareness Terhadap Minat Beli di Tokopedia (Studi Kasus pada Mahasiswa STIE GICI Depok)
DOI:
https://doi.org/10.31316/jk.v6i2.3606Abstract
Abstrak
Perkembangan online commerce menjadi fenomena dalam perekonomian sebuah negara yang diharapkan dapat memberikan dampak positif pemerataan kesejahteraan ekonomi di Indonesia. secara digital apalagi ketika pandemi covid-19 terjadi, tren belanja online menjadi pilihan nyata. Model penganalisis yang digunakan adalah analisis regresi linier. multipleSample selection dilakukan dengan cara accidental sampling Dan responden sampel ini berjumlah 75, menggunakan multiple regression analysis Hasil uji regresi regression menunjukkan bahwa 52,5% dari minat beli dapat diekstrifrifkan oleh brand ambassador, advertising dan brand awareness dimana sebanyak 47,5% sisanya dijelaskan oleh faktor-faktor lain yang tidak diteliti dalam penelitian ini. Sedangkan hasil uji F menunjukkan secara bersamaan brand ambassador, advertising, dan brand awareness secara serentak secara positif dan signifikan mempengaruhi minat beli dengan hasil analisis nilai Fcalculate (27.660) > Ftabel (2,73). Hasil uji T menunjukkan bahwa variabel brand ambassador menunjukkan hasil Thitung analyisis (0.089) kemudian brand ambassador variabel parsial tidak berpengaruh positif dan signifikan terhadap minat Variabel iklan merupakan efek positif dan signifikan terhadap minat membeli bersama Thitung (2.438) dan Thitung (6.041) brand awareness yang sebagian berpengaruh positif dan signifikan terhadap minat pembelian di tokopedia pada siswagici Depok.
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Abstract
The development of online commerce becomes a phenomenon in the economy a country that is expected to give a positive impact equitable distribution of economic welfare in Indonesia. digitally especially when the pandemic covid-19 happen, the trend of online shopping to be a real option. Model an analyzer used are linear regression analysis. multipleSample selection is done by means of accidental sampling And these sample respondents were 75, using multiple regression analysis Regression test results show that 52,5% of buying interest can be expalined by brand ambassador, advertising and brand awareness where as the remaining 47,5% is explained by other factors not researched in this study. While the F test result show the simultaneously the brand ambassador,advertising,and brand awareness simultaneously positively and significantly affect the buying interest with the result of the analysis of the value of Fcalculate (27,660) > Ftabel (2,73). T test result shows that the brand ambassador variable shows the results of Thitung analyisis (0,089) then a partial variable brand ambassador has no positive and significant effect on the interest The variable advertising is a positive and significant effect on the interest of buying with Thitung (2,438) and Thitung (6,041) brand awareness partially influential positive and significant to the interest in buying at tokopedia inGICI Depok students.
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