The Influence of BTS Brand Ambassadors ON Product Purchasing Decisions at Tokopedia with Electronic Word of Mouth as a moderating variable. For FEB students in the management study program class of 2019

Abstract

This study aims to analyze the effect of the BTS Brand Ambassador on product purchasing decisions at Tokopedia with Electronic Word of Mouth as a moderating variable. For FEB students in the 2019 management study program. The type of research is Explanatory Research, the data collection method uses a questionnaire with a sample of 89 respondents and uses a purposive sampling technique. Data analysis used multiple linear regression with Moderated Regression Analysis (MRA). The results of the study show that Brand Ambassador has a positive and significant effect on Purchasing Decisions while the interaction of Brand Ambassador Variables with Electronic Word of Mouth is not able to moderate the Purchasing Decisions.

Keywords: Brand Ambassador, Electronic Word of Mouth, Purchase Decision