PENGARUH CONTENT MARKETING DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE TOKOPEDIA DI DKI JAKARTA

Mario Kristover Elfrid Padeng, . (2022) PENGARUH CONTENT MARKETING DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE TOKOPEDIA DI DKI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Tokopedia is one of the largest e-commerce or electronic commerce platforms in Indonesia and is an e-commerce made by Indonesian children which was founded in 2009. Since its establishment in 2009 Tokopedia has succeeded in becoming one of the online trading companies with rapid growth until this with the number of monthly visitors reaching 157.2 million in the first quarter of 2022. Thus, a formulation of the problem is formulated which is appropriate in this research, namely whether content marketing and brand ambassadors affect purchasing decisions. The purpose of this research is to find out, prove and analyze whether content marketing and brand ambassadors influence purchasing decisions. The population in this study were Tokopedia e-commerce users in DKI Jakarta with quantitative data types and purposive sampling methods. The sample used was 100 consumers. Using the Partial Least Square (PLS) analysis technique with SmartPLS 3.0 software. The results obtained show that content marketing and brand ambassador variables have a positive and significant influence on purchasing decisions on Tokopedia e-commerce. Keywords : e-commerce, content marketing, brand ambassadors, purchasing decisions.

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil : 1910111049] [Pembimbing ; Alfatih S. Manggabarani] [Penguji 1 : Dienni Ruhjatini Sholihah] [Penguji 2 : Bernadin Dwi]
Uncontrolled Keywords:	e-commerce, content marketing, brand ambassadors, purchasing decisions.
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	Mario Kristover Elfrid Padeng
Date Deposited:	27 Jan 2023 02:51
Last Modified:	27 Jan 2023 02:51
URI:	http://repository.upnvj.ac.id/id/eprint/22852

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