The Influence of Brand Ambassadors and Brand Image on Decisions Purchases on E-commerce Tokopedia
Abstract
E-commerce has become an essential requirement for every trading company. The purpose of this study was to determine the effect of Brand Ambassador and Brand Image on Purchasing Decisions in Tokopedia e-commerce. The population of this study is Generation Z who shop at Tokopedia e-commerce and live in Sidoarjo City. This research uses quantitative methods involving 84 respondents. The method used is non-probability sampling with a purposive sampling technique. Data was collected through a questionnaire which was compiled based on indicators of each variable and analyzed with SmartPLS. The results of this study indicate that Brand Ambassador has no significant effect on Purchasing Decisions, but Brand Image has a significant effect on Purchasing Decisions.
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