Influence of Brand Ambassador BTS, Brand Image, and Product Quality on Tokopedia E-Commerce Purchase Decision

Abstract

This study aims to determine the effect of Brand Ambassador, Brand Image, and Product Quality on Purchasing Decisions. This research was conducted for 3 months starting from September 2020 to January 2021. The research method used was a survey method. The research population is all people who use Tokopedia E-commerce. The affordable population is people who use Tokopedia E-commerce. The sample used in this study were 100 people. Sampling in this study used a proportional random sampling technique. The analysis technique used in this research is using multiple linear regression test using IBM SPSS Ver. 22 with the result of the equation Ŷ = 2,050+ 0,253X1 + 0,440X2 + 0,660X3. which means that the tested variables have a positive and significant effect. And the coefficient of determination (R2) is 0.408, which means that the Purchasing Decision variable can be explained by Brand Ambassador, Brand Image, and Product Quality which have an influence on the Purchase Decision by 40.8%. The conclusion that can be drawn is that the Purchase Decision can be explained by the Brand Ambassador, Brand Image, and Product Quality. affect the Purchasing Decision. and Product Quality. affect the Purchasing Decision. and Product Quality. affect the Purchasing Decision.