Pengaruh Brand Ambassador dan Fanatisme Penggemar pada Keputusan Pembelian di Tokopedia dengan Gender sebagai Variabel Moderasi
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Published
Aug 20, 2024
Abstract
Studi ini bertujuan untuk menjelaskan pengaruh duta merek dan fanatisme penggemar pada keputusan pembelian di Tokopedia dengan gender sebagai moderasi. Populasi penelitian ini adalah penggemar BTS yang telah melakukan pembelian di Tokopedia yang melibatkan 150 responden yang terdiri dari 75 responden laki-laki dan 75% responden perempuan. Para responden dipilih dengan menggunakan sampel Studi ini menggunakan metode penelitian kuantitatif dan jenis penelitian dalam studi ini adalah jenis penelitian Survey Cross Sectional. Data yang diperoleh dari data primer adalah melalui distribusi kuesioner kepada responden melalui Google Form. Analisis data dilakukan menggunakan pendekatan Structural Equation Model (SEM) berdasarkan Parcial Least Square (PLS) dengan pemrosesan data menggunakan perangkat lunak Smart PLS. Hasil penelitian menunjukkan bahwa para duta merek memiliki efek positif dan signifikan pada keputusan pembelian di Tokopedia, fanatisme memiliki efek yang positif dan penting pada keputusan membeli di tokopedia, dan gender tidak memoderasi pengaruh para ambassador merek dan fanatisma penggemar pada keputusan belanja di Tokopedia.
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