PENGARUH BRAND AMBASSADDOR DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA MARKETPLACE BUKALAPAK

Puspitasari, Afriza Dian (2024) PENGARUH BRAND AMBASSADDOR DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA MARKETPLACE BUKALAPAK. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

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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