The Influence of Islamic Branding and Brand Ambassadors on Purchase Intention at Tokopedia

Abstract

This study aimed to investigate three main objectives related to purchase intention at Tokopedia. Firstly, it examined the impact of brand ambassadors. Secondly, it analyzed the effect of Islamic branding. Lastly, it explored the combined effect of Islamic branding and brand ambassadors on purchase intention. Employing a quantitative descriptive research design, the study utilized surveys for data collection, with 91 respondents selected through purposive sampling. Analysis was conducted using IBM SPSS 20. The findings revealed several significant results: Islamic branding and brand ambassadors individually positively influenced purchase intention. Additionally, their combined effect further enhanced purchase intention at Tokopedia. These results underscore the effectiveness of Tokopedia Salam, incorporating Islamic branding, and utilizing popular brand ambassadors like BTS and BLACKPINK. Aligning branding strategies with consumer values and preferences, and leveraging influential personalities, proves pivotal in driving consumer engagement and purchase behavior on e-commerce platforms like Tokopedia. This research provides valuable insights for marketers seeking to optimize branding strategies and enhance purchase intention in online marketplaces