THE INFLUENCE OF ADVERTISING APPEAL AND BTS BRAND AMBASSADOR ON PURCHASING DECISIONS ON THE MARKETPLACE TOKOPEDIA ON 2019 COMMUNICATION SCIENCE STUDENTS

THE INFLUENCE OF ADVERTISING APPEAL AND BTS BRAND AMBASSADOR ON PURCHASING DECISIONS ON THE MARKETPLACE TOKOPEDIA ON 2019 COMMUNICATION SCIENCE STUDENTS SLAMET RIYADI UNIVERSITY SURAKARTA

Abstract

ABSTRACT

This study aims to determine the significance of exposure to the influence of

advertisements and BTS brand ambassadors on purchasing decisions on the

Tokopedia marketplace for 2019 communication science students at Slamet Riyadi

University Surakarta. This type of research is explanatory, with collection by

questionnaire. The population in this study were students of the 2019 Slamet Riyadi

University Surakarta communication science program totaling 196, while the

sample used in this study was 100 respondents. The data analysis technique used

multiple linear regression. The results showed that the variables of advertising

influence exposure and BTS brand ambassadors had a significant effect on

purchasing decisions on the Tokopedia marketplace for 2019 communication

science students at Slamet Riyadi University Surakarta. The t test results obtained

the value of the tcount of 3.433 with a p-value of 0.001. The t test results obtained

a value of tcount of 4.069 with a p value of 0.000. The calculated F value is 9.911

with a p-value of 0.000 <0.05. So it can be concluded that there is a significant

effect of exposure to advertising influence (X1) and tokopedia marketplace brand

ambassador (X2) on the dependent variable of purchasing decisions (Y).

Keywords : Advertising Influence, Brand Ambassador, Purchase Decision.