THE INFLUENCE OF BTS BRAND AMBASSADORS ON TOKOPEDIA CONSUMERS' BUYING INTEREST

Abstract

More and more marketplaces have sprung up in Indonesia, causing high market competition. One of these marketplaces is Wikipedia. One of Tokopedia's steps in attracting consumer interest is to use BTS as a brand ambassador. This study aims to determine the effect of the BTS brand ambassador on the buying interest of Tokopedia consumers. This research uses Source Credibility Theory, and the research method used is quantitative. Primary data for this study were obtained from a survey of 120 Tarumanagara University students and secondary data from books, journals, and previous research. To take the sample using the purposive sampling method with the type of cross-sectional survey by distributing questionnaires. The analytical methods used are validity, reliability, correlation, simple linear regression, determination, and t-test with SPSS version 25. The correlation test results show a 36.9% strong correlation between the brand ambassador variable (X) and the buying interest variable (Y), and 63.1% influenced by other variables. This is supported by the results of the t-test and the sig level of 0.000 <0.05, which means Ha is accepted, namely, the BTS brand ambassador affects the buying interest of Tokopedia consumers.