PENGARUH CONTENT MARKETING DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE TOKOPEDIA DI DKI JAKARTA
Tokopedia is one of the largest e-commerce or electronic commerce platforms in Indonesia and is an e-commerce made by Indonesian children which was founded in 2009. Since its establishment in 2009 Tokopedia has succeeded in becoming one of the online trading companies with rapid growth until this wi...
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2022-12-22.
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| 100 | 1 | 0 | |a Mario Kristover Elfrid Padeng, . |e author |
| 245 | 0 | 0 | |a PENGARUH CONTENT MARKETING DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE TOKOPEDIA DI DKI JAKARTA |
| 260 | |c 2022-12-22. | ||
| 500 | |a http://repository.upnvj.ac.id/22852/1/ABSTRAK.pdf | ||
| 500 | |a http://repository.upnvj.ac.id/22852/13/AWAL.pdf | ||
| 500 | |a http://repository.upnvj.ac.id/22852/3/BAB%201.pdf | ||
| 500 | |a http://repository.upnvj.ac.id/22852/4/BAB%202.pdf | ||
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| 500 | |a http://repository.upnvj.ac.id/22852/8/DAFTAR%20PUSTAKA.pdf | ||
| 500 | |a http://repository.upnvj.ac.id/22852/9/RIWAYAT%20HIDUP.pdf | ||
| 500 | |a http://repository.upnvj.ac.id/22852/10/LAMPIRAN.pdf | ||
| 500 | |a http://repository.upnvj.ac.id/22852/11/HASIL%20PLAGIARISME.pdf | ||
| 500 | |a http://repository.upnvj.ac.id/22852/12/ARTIKEL%20KI.pdf | ||
| 520 | |a Tokopedia is one of the largest e-commerce or electronic commerce platforms in Indonesia and is an e-commerce made by Indonesian children which was founded in 2009. Since its establishment in 2009 Tokopedia has succeeded in becoming one of the online trading companies with rapid growth until this with the number of monthly visitors reaching 157.2 million in the first quarter of 2022. Thus, a formulation of the problem is formulated which is appropriate in this research, namely whether content marketing and brand ambassadors affect purchasing decisions. The purpose of this research is to find out, prove and analyze whether content marketing and brand ambassadors influence purchasing decisions. The population in this study were Tokopedia e-commerce users in DKI Jakarta with quantitative data types and purposive sampling methods. The sample used was 100 consumers. Using the Partial Least Square (PLS) analysis technique with SmartPLS 3.0 software. The results obtained show that content marketing and brand ambassador variables have a positive and significant influence on purchasing decisions on Tokopedia e-commerce. Keywords : e-commerce, content marketing, brand ambassadors, purchasing decisions. | ||
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| 655 | 7 | |a Thesis |2 local | |
| 655 | 7 | |a NonPeerReviewed |2 local | |
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