The Role of Brand Ambassador, Event Marketing and Digital Marketing on Purchase Decisions User Shopee

William Kok, Yeni Ariesa, Kelvin Kelvin, Vincent Pratama, Steven Kosasih, Vedas Fernand Alianza

Abstract


Study this aim to test and analyze the influence of the role of brand ambassadors, event marketing and digital marketing on the purchasing decisions of shopee users. The type of research isafdquantitative by number of samples research that is 100 consumers. The conclusion from the results of this study is the results of the Latent Variable 1 hypothesis test, namely the brand ambassador has a path coefficient value of 0.525 and a p-value of 0.000 <0.05 so that the hypothesis is accepted or fragmented by positive and significant dominance. The results of the Latent Variable 2 hypothesis test that event marketing has a path coefficient value of 0.280 and a p-value of 0.003 <0.05 so that it partially has a positive effect. The results of the Latent Variable 3 hypothesis test, namely digital marketing has a path coefficient value of 0.141 with a p-value of 0.157> 0.05 and a t-statistic of 1.418 so that fragmentation does not have a positive effect on purchasing decisions.


Keywords


brand ambassador; event marketing; digital marketing; decision purchase

Full Text:

PDF

References


Ali, I. I. et al. (2019) ‘Faktor Penghambat Dan Pendukung Badan Usaha Milik Desa Pada Kawasan Pertambangan Emas Di Sumbawa Barat’, Sosiohumaniora, 21(3). doi: 10.24198/sosiohumaniora.v21i3.23464.

Brestilliani, L. and Suhermin (2020) ‘Pengaruh Brand Awareness Dan Brand Image Marketplace Shopee Terhadap Keputusan Pembelian Produk Pada Mahasiswa …’, Digilibadmin.Unismuh.Ac.Id, 9, p. 19. Available at: https://digilibadmin.unismuh.ac.id/upload/9186-Full_Text.pdf.

Ekonomi, F. and Indonesia, U. P. ‘Latar Belakang Rumusan Masalah Rumusan Masalah Pengaruh Persepsi Manfaat ( Perceived Usefulness ), Persepsi Kemudahan Kajian Teori Kesimpulan Konseptual Metode Penelitian Data’

Farida, S. I. et al. (2020) ‘Peran Digital Marketing dalam Upaya Meningkatkan Pendapatan UKM yang Berdampak pada Kesejahtraan Masyarakat di Kab. Purwakata di Tengah Pandemi Covid-19’, Abdi Masyarakat Humanis, 1(2), pp. 127–135. Available at: http://www.openjournal.unpam.ac.id/index.php/JAMH/article/view/4991.

Gunawan, G and Sulaeman, M. (2020). Determining Factors in the Use of Digital Marketing and Its Effect on Marketing Performance inthe Creative Industriesin Tasikmalaya. Budapest International Research and Critics Institute-Journal (BIRCI-Journal). P. 2543-2550.

Hendayana, Y. and Afifah, N. (2020) ‘Pengaruh Brand Ambassador Dan Korean Wave Terhadap Minat Belanja Online Melalui’, 3(1), pp. 32–46.

Irna, C. et al. (2020) ‘Analisis Event Marketing dan keputusan pembelian produk fashion lokal di kalangan pengunjung KICKEST Bandung’, 6(2), pp. 97–117.

Kaufman, I. and Horton, C. (2014) ‘Digital Marketing’, Digital Marketing, 9(4), pp. 283–288. doi: 10.4324/9781315879451.

Larasari, E., Lutfi, L. and Mumtazah, L. (2018) ‘Pengaruh Brand Ambassador Dan Event Sponsorship Terhadap Purchase Intention Dengan Brand Image Sebagai Variabel Intervening ( Studi Kasus Produk Smartphone Vivo pada Mahasiswa Universitas Sultan Ageng Tirtayasa )’, Sains: Jurnal Manajemen dan Bisnis, 10(2). doi: 10.35448/jmb.v10i2.4234.

Madhalena, E. and Syahputra (2016) ‘Pengaruh Event Marketing Terhadap Brand Image Rokok Djarum Super Mild Pt Djarum’, Ecodemica, 4(2), pp. 179–188.

Masyita, D. A. and Yuliati, A. L. (2017) ‘Pengaruh brand ambassador dian sastrowardoyo terhadap brand image produk makeup L’OREAL PARIS (studi pada konsumen L’OREAL kota BANDUNG)’, Jurnal Riset Akuntansi Mercu Buana, 3(1), p. 41. doi: 10.26486/jramb.v3i1.408.

Mintarsih, C. and Sulistiono, S. (2020) ‘Pengaruh Personal Selling Dan Event Marketing Terhadap Minat Studi Lanjut Siswa SLTA Pada IBI Kesatuan’, JAS-PT (Jurnal Analisis Sistem Pendidikan Tinggi Indonesia), 4(2), p. 125. doi: 10.36339/jaspt.v4i2.346.

Osak, D. J. and Pasharibu, Y. (2019) ‘Pengaruh Brand Ambasador Dan Tagline Terhadap Keputusan Pembelian Online Dengan Mediasi Brand Awareness’, Ekonomi Dan Bisnis, 4, pp. 357–380.

Priadi Wibisono, Y., Hetty Primasari, C. and Setyo Kurniawan, S. R. (2020) ‘Analysis of Event Marketing, Registration, and Ticketing Digitalization’, Jurnal Teknik Informatika dan Sistem Informasi, 6(1), pp. 44–49. doi: 10.28932/jutisi.v6i1.2199.

Pt, D. I. et al. (2019) ‘Efektivitas Pelaksanaan Strategi Event Marketing Dalam Meningkatkan Minat Nasabah’.

Putra, M. (2014) ‘Pengaruh Brand Ambassador Terhadap Brand Image Serta Dampaknya Terhadap Keputusan Pembelian (Survey pada pengguna LINE di Asia)’, Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 12(1), p. 83211.

Rinuastuti, H. and Hs, R. (2020) ‘Ambassador Dan Citra Merek Pada Keputusan’, 8(2), pp. 149–162.

Rufaida, N. (2019) ‘Analisis Pengaruh Pemasaran Digital (Digital Marketing) Terhadap Brand Awareness Pada E-Commerce’, e-Proceeding of Management :, 6(2), p. 2091.

Simanjuntak, L. and Ep, A. (2020) ‘Pengaruh Celebrity Brand Ambassador dan Brand Image Terhadap Keputusan Pembelian Produk Wardah’, Jurnal Administrasi Bisnis, 9(3), pp. 276–283.

Tabroni, T. and Komarudin, M. (2021) ‘Strategi Promosi Produk Melalui Digital Marketing Bagi Umkm Terdampak Pandemi Covid’19 Berdasarkan Keputusan Konsumen’, Jurnal Riset Entrepreneurship, 4(1), p. 49. doi: 10.30587/jre.v4i1.2217.

Wulandari, D., Suroso, I. and Asbullah, A. S. (2015) ‘Event Marketing Sebagai Strategi Meningkatkan Brand Awareness Kabupaten Jember’, Bisma Jurnal Bisnis dan Manajemen, 9(1), pp. 43–55.




DOI: https://doi.org/10.33258/birci.v4i3.2263

Article Metrics

Abstract view : 2362 times
PDF - 897 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.