PENGARUH BRAND AMBASSADOR BTS, BRAND IMAGE, DAN SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN PADA PENGGUNA MARKETPLACE TOKOPEDIA DI KOTA SURABAYA

Aisyah Indah Fahira; Tri Ariprabowo

doi:10.36456/jsbr.v4i3.8152

Authors

Aisyah Indah Fahira UNIVERSITAS PGRI ADI BUANA SURABAYA
Tri Ariprabowo UNIVERSITAS PGRI ADI BUANA SURABAYA

DOI:

https://doi.org/10.36456/jsbr.v4i3.8152

Keywords:

Brand Ambassador BTS, Brand Image, Service Quality, Keputusan Pembelian

Abstract

Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh variabel Brand Ambassador BTS
(X1), Brand Image (X2), Service Quality (X3) Terhadap Keputusan Pembelian (Y). Menggunakan populasi
pengguna aktif Tokopedia di Kota Surabaya dengan jumlah yang tidak diketahui dan mengambil sampel
sebanyak 102 dengan kriteria pernah bertransaksi di Tokopedia minimal satu kali. Berdasarkan hasil
penelitian menunjukkan secara parsial Brand Ambassador BTS (X1) tidak berpengaruh signifikan terhadap
Keputusan Pembelian (Y). Brand Image (X2) secara parsial berpengaruh terhadap Keputusan Pembelian
(Y). Service Quality (X3) secara parsial berpengaruh terhadap Keputusan Pembelian pada pengguna
Secara simultan, Brand Ambassador BTS (X1), Brand Image (X2), dan Service Quality (X3) secara
bersama-sama terdapat pengaruh signifikan terhadap Keputusan Pembelian pada pengguna Marketplace
Tokopedia di Kota Surabaya.

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