PENGARUH BRAND AMBASSADDOR DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA MARKETPLACE BUKALAPAK
Puspitasari, Afriza Dian · Universitas Islam 45 / UM Indonesia
Abstrak / Ringkasan
This research aims to determine the influence of Brand Ambassador, Brand Awareness on purchasing
decisions. The research method used is quantitative research using a quantitative descriptive
approach. The population in this research is all people in Bekasi City who have made purchase
transactions on the Bukalapak application at least three times, with a sample size of 100 respondents.
With a nonprobability sampling technique and using a purposive sampling method. The data
collection technique was carried out by distributing questionnaires via Google Forms to Bukalapak
application users. The research results show that (1) partially the Brand Ambassador variable has a
positive and significant effect on purchasing decisions, and (2) partially the Brand Awareness
variable has a positive and significant effect on purchasing decisions. The Brand Ambassador and
Brand Awareness variables contributed together by 69.7%, while the remaining 30.3% was influenced
by other factors outside this research.
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