BRAND AMBASSADOR, BRAND IMAGE, DAN PROMOSI PENJUALAN TERHADAP MINAT BELI PADA E-COMMERCE BLIBLI

Alya' Yusriyyah A'inurrochim, . (2023) BRAND AMBASSADOR, BRAND IMAGE, DAN PROMOSI PENJUALAN TERHADAP MINAT BELI PADA E-COMMERCE BLIBLI. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

All the changes that arise due to technological developments are certainly a big challenge for e-commerce in carrying out marketing strategies. In the fourth quarter of 2022, Blibli was ranked fourth with data on the highest number of site visits. This study aims to determine, analyze, and prove the effect of brand ambassadors, brand image, and sales promotions on buying interest. This quantitative research uses primary data obtained from distributing questionnaires using Google Form. Data collection using non-probability sampling method, namely purposive sampling, as many as 120 respondents with criteria: 1) Followers of the @nctzenbase Twitter account. 2) Fans of NCT 127 or NCTZEN who are over 15 years old. 3) Have a Blibli e-commerce application 4) Have never transacted in the Blibli e-commerce application. The data analysis technique applies descriptive and inferential analysis through SmartPLS 4.0 software. The results showed that brand ambassadors have a significant influence on purchase intention, brand image has a significant influence on purchase intention, and sales promotion has a significant influence on purchase intention.

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil: 2010111137] [Pembimbing: Rosali Sembiring Colia] [Penguji 1: Lina Aryani] [Penguji 2: Pusporini]
Uncontrolled Keywords:	Brand Ambassador, Brand Image, Sales Promotion, Purchase Intention, E-commerce
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	Alya' Yusriyyah A'inurrochim
Date Deposited:	21 Mar 2024 05:09
Last Modified:	20 May 2024 02:43
URI:	http://repository.upnvj.ac.id/id/eprint/28148

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