Wunga, Febriani (2023) Pengaruh Brand Ambassador Kpop (Bts) Dan Sales Promotion Terhadap Online Repurchase Intention Pengguna Aplikasi E-Commerce Tokopedia (Studi Pada Mahasiswa Feb Universitas Merdeka Malang). Undergraduate thesis, Fakultas Ekonomi Dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to determine the effect of the Kpop Brand Ambassador (BTS)and Sales Promotion on Online Repurchase Intention of users of the Tokopedia ecommerceapplicationforstudentsoftheFacultyofEconomics and Business, MerdekaUniversity, Malang. This research was conducted by distributing questionnaires andobtaining primary data. The number of samples used in the study were 100 studentrespondents from the Faculty of Economics and Business, Merdeka University, Malangwho used the Tokopedia e-commerce application. The data analysis technique used ismultiple linear regression test, validity test, reliability test, classic assumption test, F test(F-test), t-test (t-test), and test the coefficient of determination (R2). Based on the resultsof the analysis that has been carried out on the SPSS program version 25 both partiallyand simultaneously, the results show that the Kpop brand ambassador (BTS) and SalesPromotion variables have a positive and significant effect on the online repurchaseintention variable. Then, based on the multiple linear regression analysis test, it showsthat the sales promotion variable has a dominant influence on online repurchase intentionin Tokopedia e-commerce application users compared to the Kpop brand ambassador(BTS) variable. This is evidenced by the Beta value on the sales promotion variable whichis greater than the Kpop brand ambassador (BTS) variable. So the data concluded thatsales promotion, which is an attractive short-term offer, is able to have a greater influenceon consumer decisions to return to making purchases on the Tokopedia e-commerceapplication

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