| dc.contributor.advisor | Widyastuti, Hardiana | |
| dc.contributor.author | Putri, Anggi Setyowati Kusuma | |
| dc.date.accessioned | 2021-07-21T10:20:19Z | |
| dc.date.available | 2021-07-21T10:20:19Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/107622 | |
| dc.description.abstract | Mewabahnya virus corona menyebabkan terjadinya perubahan yang cukup
signifikan, salah satunya kegiatan belanja. Mengawali tahun 2021, Tokopedia
menggandeng boysgroup Korea, Bangtan Sonyeondan (BTS) sebagai brand
ambassadornya. Tokopedia merupakan perusahaan e-commerce yang terus
melakukan pengembangan strategi marketing untuk mendongkrak loyalitas dan
minat beli konsumennya. Tujuan dilakukan penelitian ini ialah untuk
mengidentifikasi karakteristik konsumen pengguna platform Tokopedia,
menganalisis pengaruh brand ambassador terhadap brand image, menganalisis
pengaruh brand ambassador terhadap minat beli konsumen, serta menganalisis
pengaruh brand image terhadap minat beli konsumen. Metode analisis data yang
digunakan adalah analisis deskriptif dan analisis SEM-PLS. Hasil penelitian
menunjukkan bahwa terdapat pengaruh antara variabel brand ambassador terhadap
brand image serta variabel brand image terhadap minat beli konsumen, sedangkan
antara variabel brand ambassador terhadap minat beli konsumen tidak memiliki
pengaruh. | id |
| dc.description.abstract | The outbreak of the corona virus has caused significant changes, one of
which is shopping activities. Starting 2021, Tokopedia collaborates with the Korean
boy group, BTS as its brand ambassador. Tokopedia is an e-commerce company
that continues to develop marketing strategies to boost consumer loyalty and buying
interest. The purpose of this research is to identify consumer characteristics of users
of the Tokopedia platform, analyze the influence of brand ambassadors on brand
image, analyze the influence of brand ambassadors on consumer purchase intention,
and analyze the influence of brand image on consumer purchase intention. The data
analysis method used is descriptive analysis and SEM-PLS analysis. The results
showed that there was an influence between brand ambassador variables on brand
image and brand image variables on consumer purchase intention, while between
brand ambassador variables on consumer purchase intention had no effect. | id |
| dc.language.iso | id | id |
| dc.publisher | IPB University | id |
| dc.title | Pengaruh BTS sebagai Brand Ambassador Terhadap Brand Image dan Minat Beli Konsumen Tokopedia di Indonesia | id |
| dc.title.alternative | The Influence of BTS as a Brand Ambassador on Brand Image and Purchase Intention of Comsumers Tokopedia in Indonesia | id |
| dc.type | Undergraduate Thesis | id |
| dc.subject.keyword | Brand ambassador | id |
| dc.subject.keyword | Brand image | id |
| dc.subject.keyword | BTS | id |
| dc.subject.keyword | Purchase intention | id |
| dc.subject.keyword | Tokopedia | id |
