PENGARUH K-POP IDOL SEBAGAI BRAND AMBASSADOR MELALUI CONSUMER TRUST TERHADAP PURCHASE DECISION DI TOKOPEDIA

    Tofani Rahmalia, - (2023) PENGARUH K-POP IDOL SEBAGAI BRAND AMBASSADOR MELALUI CONSUMER TRUST TERHADAP PURCHASE DECISION DI TOKOPEDIA. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk mengetahui pengaruh dari Brand ambassador terhadap Consumer Trust dan Purchase Decision produk di Start up Tokopedia pada remaja dan dewasa
    muda berusia 15-27 tahun, memiliki minat terhadap Korean Pop dan pernah melakukan pembelian secara online di E-commerce Tokopedia, serta bertempat tinggal di Jabodetabek. Teknik pengambilan sample yang akan dilakukan nantinya akan menggunakan metode pendekatan Kuantitatif dimana terdapat satu variabel bebas yaitu K-POP Idol sebagai Brand ambassador (X) satu variabel terikat yaitu Consumer Trust (Y) dan Purchase Decision (Z) pada Tokopedia, dimana target responden yang dibutuhkan sebanyak 100. Dengan adanya penelitian ini diharapkan Start up Tokopedia dapat selalu meningkatkan perhatian pada faktor
    Brand ambassador sehingga dapat meningkatkan Consumer Trust dan jumlah pembelian produk khususnya produk yang berkaitan dengan K-POP di Tokopedia.

    This study aims to determine the influence of Brand ambassadors on customer trust and purchasing decisions for products in the Tokopedia startup, focusing on teenagers and young adults aged 15-27 years who have an interest in Korean Pop (K-pop), have made online purchases on the Tokopedia E-commerce platform, and reside in the Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek) area. The sample collection technique will employ a Quantitative approach, where there is one independent variable, K-POP Idol as a Brand ambassador (X), one dependent variable, customer trust (Y), and purchasing decisions (Z) on Tokopedia. The targeted number of respondents needed for this study is 100. With this research, it is expected that the Tokopedia startup can consistently emphasize the Brand ambassador factor to enhance customer trust and the number of product purchases, especially those related to K-pop, on the Tokopedia platform.

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    Official URL: http://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: ID SINTA Dosen Pembimbing Yogi Prasetyo: 6745790 Rusani Jaelani: 6805519
    Uncontrolled Keywords: Keyword: Tokopedia, Brand ambassador, Consumer Trust, Purchase Decision, Korean Wave.
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
    Depositing User: Tofani Rahmalia
    Date Deposited: 26 Sep 2023 15:40
    Last Modified: 26 Sep 2023 15:40
    URI: http://repository.upi.edu/id/eprint/108158

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