THE INFLUENCE OF THE BOY BAND BTS AS BRAND AMBASSADOR ON PURCHASE INTENTION MEDIATED BY BRAND
IMAGE AND BRAND AWARENESS TOKOPEDIA
IN INDONESIA
Silvi Dian Saputri1, Sri Vandayuli Riorini2,
Lintang Badzlina Nabila3
Trisakti University
Email: [email protected]1,
[email protected]2, [email protected]3
|
Abstract |
|
BTS is currently the most famous Korean idol boy
band not only in Indonesia but also throughout the world. Because of their
high profits, many large companies are eyeing to work with them as Brand
Ambassadors and product influencers, eventually giving rise to the term
"BTS effect." This research aims to analyze the influence of Brand
Ambassadors on intention to purchase skin care products which Brand Image and
Brand Awareness mediate. The method used is non-probability sampling with a
purposive sampling approach because the respondent is a Tokopedia user who
knows Tokopedia's Brand Ambassador. Data analysis used the Statistical
Package for the Social Sciences (SPSS) with 103 Tokopedia user respondents in
Indonesia. The research results show that Brand Ambassadors influence Brand
Image, Brand Awareness, and Purchase Intention. Brand Ambassadors have a
positive influence on Brand Image and Brand Awareness. Keywords:
Brand Ambassador, Tokopedia, Purchase Intention,
Brand Image, Brand Awareness. |
Corresponding Author; Silvi Dian Saputri
E-mail: [email protected]
Pendahuluan
The moment e-commerce
growth has become a phenomenon in a country's economy. It is expected to
increase the equality of the digital economy in Indonesia positively (Nasution, Hariani,
Hasibuan, & Pradita, 2020). Progress technology should be avoided in life
moment, especially progress technology in the field of information, which has
quite a big impact on the behavior of consumers (Ngafifi, 2014). Changed behavior is visible to consumers in modern
times. These consumers want something soon because society is very mobile in
daily activities (Zusrony, 2021). To fulfill their need every day, society often looks
for something. This is instant and quickly done.
Tokopedia is a pioneer e-commerce platform in building trust between sellers and buyers
throughout Indonesia (Damayanti, Ilvira,
Nurhalisa, Tarigan, & Siagian, 2022). Tokopedia is also one of the many online shops
Indonesian people choose. Online Shopping in Indonesia is Tokopedia. Tokopedia
also provides an e-commerce business model in the marketplace and throughout
service. Tokopedia can be used for free for everyone. Own marketplace is one of
the media used for promoting a product; media used For
building A, where is the online shop? The online shop sells complete products
with benefits. This will help sellers and buyers finish transaction purchases
quickly (Sholeh, Triyono, &
Rachmawati, 2020).
In this modern era, many marketing strategies for
promoting product sales use attractive interest by the customer. Marketers
often use marketing strategies for interesting customers to hire famous people
or newcomers as ambassador brands. Companies can also increase Alone's brand
image by employing a celebrity as a brand ambassador. Apart from profits from
signing contracts with ambassador brands, a number of problems can arise with brand ambassadors, including celebrities
or the person who signed a contract with brands that need to be more
appropriate. Hence, the company must end the contract with the celebrity.
Additionally, replacing Longtime Brand
Ambassador with Brand Ambassadors
just got it to influence the number of sales (Wulandari, Hutauruk,
& Prasetyaningtyas, 2021). Therefore, a study on brand ambassadors needs to be done to determine the influence of brand ambassadors on the brand (Brestilliani &
Suhermin, 2020).
At the moment, the development of technology is very
fast. Next is the development of social networking and the internet, which
helps the public access information, communicate With each other, and
experience the outside world more easily without going to that country (Zein, 2019). Sociological and cultural popularity is culture lot
trendy, popular, and growing fast. Korean moment This is one of the countries
that popularizes its culture popular. Even Korean actors have drawn interest in
various circles (Ri�aeni, Suci,
Pertiwi, & Sugiarti, 2019). Indonesia is also affected by Korean fever, proven
by TV screens, magazines, and the internet in Indonesia today, competing
broadcasting or informing Koreans (Simbar, 2016).
�� Situation This makes Lots company want to
intertwine work. The same with Korean actors makes them Brand Ambassadors or influencers.
A Brand Ambassador/Influencer can
influence purchase decisions and increase sales (Yusiana & Maulida,
2015).
Tokopedia company collaborates with a Korean boy band
that is famous worldwide. The intended use of
Brand Ambassadors is to push consumers to buy products. The company does
this action to increase the image and identity of a celebrity to promote a
product or company. Korean pop culture began to spread in Asia early in the
2000s. Later, this is in Indonesia, where the popularity of Korean culture is
growing fast. The main factor behind the popularity of K-pop in Indonesia is
the increasing social momentum brought by globalization.
Tokopedia has appointed BTS as Tokopedia Indonesia (Pramesthi, 2020). BTS is one of the most popular Korean idol groups
currently. Group This won Top Social 3 times in a row at the Billboard Music
Award, performed at the America Music Awards, and became a kpop artist who was
the first to get a chance to speak at the UN and UNICEF, the first artist to
have 3 consecutive #1 albums on the Billboard charts after only 1 year since
The Beatles, as well Still Lots performance proud other (Virginia, 2020).
One of the well-known news sites in Korea, namely
koreaboo.com, is also involved in cooperation between BTS and Tokopedia;
everything related to BTS being brand
ambassadors became a conversation worldwide the moment it was reported the
same thing. The portal naturally owns superiority separately for Indonesia,
especially Tokopedia. BTS is known as King
of Selling Out, which made Tokopedia known to ARMY all over the world. BTS
has a worldwide fan base called ARMY. Using them as Brand Ambassadors naturally is the right decision to remember the
ARMY's fanaticism towards its idol and p This becomes the reason Tokopedia
chose BTS as Brand Ambassadors in an
effort promotion increased awareness and
create Purchase Intention (Diyanti & Edastama, 2022).
Research methods
Design Study
Types of research This is a quantitative study.
Research methods are defined as one type of detailed research that is
structured, conceptualized, and arranged neatly and clearly since it was first
created. Study This was done using the technique of non-probability sampling. The
probability Sampling Technique is one of the methods of quotation samples
that do not give possibility or the same probability on each part or element
population that becomes a sample. The sample is part of the element
population-created object study. The data collection method used is Purposive Sampling. Sugiyono (2010)
stated that Purposive Sampling is a
method with specific conditions for collecting population data.
In research, T=this uses primary data. Primary data is
data obtained directly from the source and collected in a way that is special for
answering questions in a study. The unit of analysis used in the study is
Tokopedia users in Indonesia, in which data will be researched and obtained
from the results of respondents using the fill-in questionnaire method
provided. Cross-sectional because it
can only be done once in a specific time period. Namely, it was shared to
charge questionnaires to Tokopedia users in Indonesia.
Variables and Measurement
In research, yhere are 20
measurement items. Measurement items This is based on the theory of 4P
marketing (Product, Price, Place, and
Promotion). 4P marketing theory was
adapted to form an indicator statement on the questionnaire with method
charging using a Likert scale of 1
(one) to 5 (five). Then For all statement items to be measured with scale
measurement, use the Likert Scale
that is from very no agree (marked by number 1) to agree (marked by number 5)
strongly:
1. For answer respondents Strongly Disagree (STS)
2. For answer Respondents Disagree (ST)
3. For answer respondents Enough Agree (CS)
4. For answer respondents Agree (S)
5. For answer Respondents Strongly Agree (SS)
Following
This explanation indicator of each attribute used in the study:
Brand Ambassador
Indicator
-
I
knew the BTS group before they were appointed as Tokopedia Brand Ambassador.
-
The
BTS group has a Power pull that makes consumers always want to watch Tokopedia
advertisements.
-
Tokopedia
Brand Ambassadors take action
objectives to the products it markets.
-
The
group BTS is appropriate to become Tokopedia Brand Ambassador because of its cheerful and enthusiastic nature.
-
I
always remember Tokopedia when I see BTS.
Purchase Intention
Indicator
-
I
am considering making purchases on Tokopedia within a certain period (a week, a
month, or a year).
-
Many
types of products that I am interested in are sold on Tokopedia.
-
Price
becomes a consideration for Shopping at Tokopedia.
-
Conditions
(promotions, etc.) become considerations For shopping
at Tokopedia.
-
The
shop/ seller becomes a consideration for Shopping at Tokopedia.
Brand Image
Indicator
-
There
is a different element of rudeness in appearance and language used on the
Tokopedia website, and the application doesn't have any of the same elements.
-
Tokopedia
doesn't apply cheating to its customers in matter payment transactions in the
application.
-
Tokopedia
doesn't make customers bored. For looking for whatever their needs are, they
are always constantly updating things with the latest in the application.
-
The
same element of rudeness in appearance and language used on the Tokopedia
website and application differs from the same element.
-
Apart
from Shopping, customers learn about introducing products and using online
applications.
Brand Awareness
Indicator
-
Tokopedia
is the e-commerce first that came to
mind when I requested to name one e-commerce
in Indonesia.
-
When
you hear the tagline "Shopping? Just Tokopedia," I directly remember e-commerce.
-
I
am straight now Tokopedia with see logo display only.
-
I
am straight remembering Tokopedia only with seeing Brand Ambassadors his just.
-
The
green color on the Tokopedia application is characteristic typical of e-commerce.
Method of collecting data
Study This using primary data. Husein Umar (2013)
stated that primary data can be defined as the data obtained from a source.
First, good origin from individual/individuals, for example, results from
interviews or results charging questionnaires conducted by researchers
collection data done with spread questionnaire online and in person to
respondents. Based on theory (Hair et., 2010), for determination, the number of
samples can amount to 5-10 times the number of owned indicators; research: This
own indicator is as many as 20, so the minimum number of respondents required
is 100. Using the method of probability
Sampling, Where every individual in the population
does not have the same opportunity as respondents, The technique of data
collection used is Purposive Sampling,
Where taking samples based on criteria specific criteria is Tokopedia users in
Indonesia.
Sample Collection Method
Study This is done using the method of non-probability sampling. The probability Sampling Technique is
one of the methods of quotation samples that do not give possibility or the
same probability on each part or element population that becomes a sample. The
sample is part of the element population-created object study. The data
collection method used is Purposive
Sampling. Sugiyono (2010) stated that Purposive
Sampling is a method with specific conditions for collecting population
data.
Results and Discussion
Statistics Descriptive
����������� Descriptive
Statistical Analysis is activity after data from all respondents is collected (Sugiyono, 2017). Activity
in data analysis is grouping data based on variables and types of respondents,
tabulating the data based on variables from all respondents, presenting each
data variable studied, and doing the calculations to test the proposed
hypothesis.
Statistics Descriptive Respondent
Gender Respondent
|
JENIS_KELAMIN |
|||||
|
|
Frequency |
Percent |
Valid
Percent |
Cumulative
Percent |
|
|
Valid |
LAKI � LAKI |
24 |
23.3 |
23.3 |
23.3 |
|
PEREMPUAN |
79 |
76.7 |
76.7 |
100.0 |
|
|
Total |
103 |
100.0 |
100.0 |
|
|
Table 4.1.1.1 above shows that the
number of respondents who have filled in the questionnaire is primarily women,
with a percentage of 76.7%, whereas Male respondents were 23.3%.
Age Respondent
|
USIA |
|||||
|
|
Frequency |
Percent |
Valid
Percent |
Cumulative
Percent |
|
|
Valid |
15 - 20 tahun |
18 |
17.5 |
17.5 |
17.5 |
|
21 - 25 tahun |
69 |
67.0 |
67.0 |
84.5 |
|
|
26 - 30 tahun |
9 |
8.7 |
8.7 |
93.2 |
|
|
> 35 tahun |
7 |
6.8 |
6.8 |
100.0 |
|
|
Total |
103 |
100.0 |
100.0 |
|
|
Table 4.1.1.2 above shows that the
number of respondents who have filled in the questionnaire is 21 � 25 years, as
many as 69 respondents, with a percentage of 67.0%.
Respondent's Education
|
PENDIDIKAN |
|||||
|
|
Frequency |
Percent |
Valid
Percent |
Cumulative
Percent |
|
|
Valid |
SMA/SMK Sederajat |
59 |
57.3 |
57.3 |
57.3 |
|
D3, D4 |
1 |
1.0 |
1.0 |
58.3 |
|
|
S1 |
31 |
30.1 |
30.1 |
88.3 |
|
|
S2 |
12 |
11.7 |
11.7 |
100.0 |
|
|
Total |
103 |
100.0 |
100.0 |
|
|
����������� Table 4.1.1.3 above shows that of the respondents who
have filled in the questionnaire, the majority is education last high
school/vocational school equivalent, as many as 59 respondents, with a
percentage amounting to 57.3%.
Work Respondent
|
PEKERJAAN |
|||||
|
|
Frequency |
Percent |
Valid
Percent |
Cumulative
Percent |
|
|
Valid |
Mahasiswa (i) |
64 |
62.1 |
62.1 |
62.1 |
|
Wirausaha |
3 |
2.9 |
2.9 |
65.0 |
|
|
Pegawai Swasta |
22 |
21.4 |
21.4 |
86.4 |
|
|
PNS |
14 |
13.6 |
13.6 |
100.0 |
|
|
Total |
103 |
100.0 |
100.0 |
|
|
����������� Table 4.1.1.4 above shows that of the respondents who
have filled in the questionnaire's work as Students (i) were 64, with a
percentage of 62.1%.
Statistics Descriptive Variable
|
Descriptive
Statistics |
|||||
|
|
N |
Minimum |
Maximum |
Mean |
Std.
Deviation |
|
BRAND AMBASSADOR |
103 |
9.00 |
25.00 |
20.7864 |
3.42611 |
|
PURCHASE INTENTION |
103 |
11.00 |
25.00 |
20.7961 |
2.99791 |
|
BRAND IMAGE |
103 |
10.00 |
25.00 |
20.8447 |
3.67492 |
|
BRAND AWARENESS |
103 |
10.00 |
25.00 |
20.7767 |
3.53118 |
|
Valid N (listwise) |
103 |
|
|
|
|
����������� Based
on descriptive test results in Table 4.1.2, The distribution of data obtained
by research is as follows:
1. � Variables Brand Ambassadors from this data Can
describe the minimum value of 9. In contrast, the mark maximum of 25 with an
average Brand Ambassador of 20.7864
and a standard Brand Ambassador data
deviation of 3.42611.
2. � Variables Purchase Intention from this data: It
can be described that the minimum value is 11 whereas the mark maximum is 25
with an average Purchase Intention of
20.7961 and standard Purchase Intention data
deviation of 2.99791.
3. � Variables Brand Image from this data: The minimum
value is 10, with a mark maximum of 25, an average Brand Image of 20.8447, and a standard Brand Image data deviation of 3.67492.
4. Variables Brand
Awareness from this data: The minimum value is 10, with a mark maximum of
25, an average Brand Awareness of
20.7767, and a standard Brand Awareness data
deviation of 3.53118.���������
Validity and Reliability Test
Validity test
Brand Ambassadors
|
Correlations |
|||||||
|
|
BA1 |
BA2 |
BA3 |
BA4 |
BA5 |
BRAND
AMBASSADOR |
|
|
BA1 |
Pearson Correlation |
1 |
.503** |
.249* |
.526** |
.352** |
.702** |
|
Sig. (2-tailed) |
|
.000 |
.011 |
.000 |
.000 |
.000 |
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
BA2 |
Pearson Correlation |
.503** |
1 |
.469** |
.547** |
.565** |
.813** |
|
Sig. (2-tailed) |
.000 |
|
.000 |
.000 |
.000 |
.000 |
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
BA3 |
Pearson Correlation |
.249* |
.469** |
1 |
.513** |
.454** |
.690** |
|
Sig. (2-tailed) |
.011 |
.000 |
|
.000 |
.000 |
.000 |
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
BA4 |
Pearson Correlation |
.526** |
.547** |
.513** |
1 |
.486** |
.802** |
|
Sig. (2-tailed) |
.000 |
.000 |
.000 |
|
.000 |
.000 |
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
BA5 |
Pearson Correlation |
.352** |
.565** |
.454** |
.486** |
1 |
.775** |
|
Sig. (2-tailed) |
.000 |
.000 |
.000 |
.000 |
|
.000 |
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
BRAND AMBASSADOR |
Pearson Correlation |
.702** |
.813** |
.690** |
.802** |
.775** |
1 |
|
Sig. (2-tailed) |
.000 |
.000 |
.000 |
.000 |
.000 |
|
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
**. Correlation is significant at the 0.01 level (2-tailed). |
|||||||
|
*. Correlation is significant at the 0.05 level (2-tailed). |
|||||||
����������� Based on validity test results, the Correlation method,
as in Table 4.2.1.1.1, can explain that the variable Brand Ambassadors declared valid because the overall mark on
Pearson Correlation is more than 0.6 and has a sig value whole of more than
0,000 small of 0.005.
|
Item-Total
Statistics |
||||
|
|
Scale
Mean if Item Deleted |
Scale
Variance if Item Deleted |
Corrected
Item-Total Correlation |
Cronbach's
Alpha if Item Deleted |
|
BA1 |
16.5049 |
8.056 |
.512 |
.799 |
|
BA2 |
16.5340 |
7.643 |
.692 |
.744 |
|
BA3 |
16.7379 |
8.568 |
.531 |
.791 |
|
BA4 |
16.5146 |
7.821 |
.681 |
.749 |
|
BA5 |
16.8544 |
7.263 |
.596 |
.776 |
����������� Based on validity test results, use Reliability analysis
as in Table 4.2.1.1.2. it can be explained that the variable Brand Ambassador is declared valid
because the Corrected Item-Total Correlation value whole is bigger than 0.2.
|
Reliability
Statistics |
|
|
Cronbach's
Alpha |
N of
Items |
|
.809 |
5 |
����������� Based on reliability test results, use Reliability
analysis as in Table 4.2.1.1.3. It can be done to explain that the Brand Ambassadors stated they were
reliable or trusted. Because of its mark overall, Cronbach's Alpha 0.809 >
0.6.
Purchase Intention
|
Correlations |
|||||||
|
|
PI.1 |
PI.2 |
PI.3 |
PI.4 |
PI.5 |
PURCHASE
INTENTION |
|
|
PI.1 |
Pearson Correlation |
1 |
.471** |
.389** |
.394** |
.398** |
.706** |
|
Sig. (2-tailed) |
|
.000 |
.000 |
.000 |
.000 |
.000 |
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
PI.2 |
Pearson Correlation |
.471** |
1 |
.641** |
.544** |
.489** |
.828** |
|
Sig. (2-tailed) |
.000 |
|
.000 |
.000 |
.000 |
.000 |
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
PI.3 |
Pearson Correlation |
.389** |
.641** |
1 |
.450** |
.580** |
.784** |
|
Sig. (2-tailed) |
.000 |
.000 |
|
.000 |
.000 |
.000 |
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
PI.4 |
Pearson Correlation |
.394** |
.544** |
.450** |
1 |
.481** |
.741** |
|
Sig. (2-tailed) |
.000 |
.000 |
.000 |
|
.000 |
.000 |
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
PI.5 |
Pearson Correlation |
.398** |
.489** |
.580** |
.481** |
1 |
.769** |
|
Sig. (2-tailed) |
.000 |
.000 |
.000 |
.000 |
|
.000 |
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
PURCHASE INTENTION |
Pearson Correlation |
.706** |
.828** |
.784** |
.741** |
.769** |
1 |
|
Sig. (2-tailed) |
.000 |
.000 |
.000 |
.000 |
.000 |
|
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
**. Correlation is significant at the 0.01 level (2-tailed). |
|||||||
����������� Based
on validity test results using the Correlations method as in Table 4.2.1.2.1,
it can explain that the variable Purchase
Intention is declared valid because the overall mark on Pearson Correlation
is more than 0.6 and has a sig value whole of more than 0,000 small of 0.005.
|
Item-Total
Statistics |
||||
|
|
Scale
Mean if Item Deleted |
Scale
Variance if Item Deleted |
Corrected
Item-Total Correlation |
Cronbach's
Alpha if Item Deleted |
|
PI.1 |
16.7767 |
6.136 |
.516 |
.816 |
|
PI.2 |
16.6893 |
5.452 |
.694 |
.760 |
|
PI.3 |
16.5243 |
6.271 |
.669 |
.773 |
|
PI.4 |
16.6019 |
6.281 |
.596 |
.790 |
|
PI.5 |
16.5922 |
5.911 |
.616 |
.784 |
����������� Based
on validity test results, use Reliability analysis as in Table 4.2.1.2.2. It
can be explained that the variable Purchase
Intention is declared valid because the Corrected Item-Total Correlation
value whole is more significant than 0.2.
|
Reliability Statistics |
|
|
Cronbach's Alpha |
N of Items |
|
.820 |
5 |
�����������
Based on reliability test results, use Reliability
analysis as in Table 4.2.1.2.3. it can be done to explain that the variable Purchase Intention is stated as reliable
or Can be trusted Because of the overall Cronbach's Alpha 0.820 > 0.6.
Brand Image
|
Correlations |
|||||||
|
|
BI.1 |
BI.2 |
BI.3 |
BI.4 |
BI.5 |
BRAND
IMAGE |
|
|
BI.1 |
Pearson Correlation |
1 |
.695** |
.510** |
.675** |
.470** |
.802** |
|
Sig. (2-tailed) |
|
.000 |
.000 |
.000 |
.000 |
.000 |
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
BI.2 |
Pearson Correlation |
.695** |
1 |
.637** |
.696** |
.616** |
.879** |
|
Sig. (2-tailed) |
.000 |
|
.000 |
.000 |
.000 |
.000 |
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
BI.3 |
Pearson Correlation |
.510** |
.637** |
1 |
.608** |
.708** |
.820** |
|
Sig. (2-tailed) |
.000 |
.000 |
|
.000 |
.000 |
.000 |
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
BI.4 |
Pearson Correlation |
.675** |
.696** |
.608** |
1 |
.652** |
.863** |
|
Sig. (2-tailed) |
.000 |
.000 |
.000 |
|
.000 |
.000 |
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
BI.5 |
Pearson Correlation |
.470** |
.616** |
.708** |
.652** |
1 |
.822** |
|
Sig. (2-tailed) |
.000 |
.000 |
.000 |
.000 |
|
.000 |
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
BRAND IMAGE |
Pearson Correlation |
.802** |
.879** |
.820** |
.863** |
.822** |
1 |
|
Sig. (2-tailed) |
.000 |
.000 |
.000 |
.000 |
.000 |
|
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
**. Correlation is significant at the 0.01 level (2-tailed). |
|||||||
����������� Based on validity test results using the Correlations
method as in Table 4.2.1.3.1, it can explain that the variable Brand Image is declared valid because
the overall mark on Pearson Correlation is more than 0.6, and has a sig value
whole of more than 0,000, small of 0.005.
|
Item-Total
Statistics |
||||
|
|
Scale
Mean if Item Deleted |
Scale
Variance if Item Deleted |
Corrected
Item-Total Correlation |
Cronbach's
Alpha if Item Deleted |
|
BI.1 |
16.6505 |
9.112 |
.687 |
.880 |
|
BI.2 |
16.6990 |
8.114 |
.789 |
.858 |
|
BI.3 |
16.6796 |
9.298 |
.724 |
.872 |
|
BI.4 |
16.6699 |
8.968 |
.785 |
.859 |
|
BI.5 |
16.6796 |
8.887 |
.712 |
.874 |
Based on
validity test results, use Reliability analysis as in Table 4.2.1.3.2. It can
be explained that the variable Brand
Image is declared valid because the Corrected Item-Total Correlation value
is more significant than 0.2.
|
Reliability
Statistics |
|
|
Cronbach's
Alpha |
N of
Items |
|
.892 |
5 |
����������� Based on reliability test results, use Reliability
analysis as in Table 4.2.1.3.3; it can be done to explain that the variable Brand Image is stated as reliable or Can
be trusted Because of its own mark. Overall Cronbach's Alpha 0.892 > 0.6.
Brand Awareness
|
Correlations |
|||||||
|
|
BRS.1 |
BRS.2 |
BRS.3 |
BRS.4 |
BRS.5 |
BRAND
AWARENESS |
|
|
BRS.1 |
Pearson Correlation |
1 |
.477** |
.387** |
.405** |
.317** |
.703** |
|
Sig. (2-tailed) |
|
.000 |
.000 |
.000 |
.001 |
.000 |
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
BRS.2 |
Pearson Correlation |
.477** |
1 |
.641** |
.437** |
.390** |
.762** |
|
Sig. (2-tailed) |
.000 |
|
.000 |
.000 |
.000 |
.000 |
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
BRS.3 |
Pearson Correlation |
.387** |
.641** |
1 |
.533** |
.598** |
.808** |
|
Sig. (2-tailed) |
.000 |
.000 |
|
.000 |
.000 |
.000 |
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
BRS.4 |
Pearson Correlation |
.405** |
.437** |
.533** |
1 |
.508** |
.764** |
|
Sig. (2-tailed) |
.000 |
.000 |
.000 |
|
.000 |
.000 |
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
BRS.5 |
Pearson Correlation |
.317** |
.390** |
.598** |
.508** |
1 |
.713** |
|
Sig. (2-tailed) |
.001 |
.000 |
.000 |
.000 |
|
.000 |
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
BRAND AWARENESS |
Pearson Correlation |
.703** |
.762** |
.808** |
.764** |
.713** |
1 |
|
Sig. (2-tailed) |
.000 |
.000 |
.000 |
.000 |
.000 |
|
|
|
N |
103 |
103 |
103 |
103 |
103 |
103 |
|
|
**. Correlation is significant at the 0.01 level (2-tailed). |
|||||||
����������� Based
on the validity test results, using the Correlations method as in Table
4.2.1.4.1, it can be explained that the variable Brand Awareness is declared valid because its overall mark on
Pearson Correlation is more than 0.6 and has a sig value whole of more than
0,000 small of 0.005.
|
Item-Total
Statistics |
||||
|
|
Scale
Mean if Item Deleted |
Scale
Variance if Item Deleted |
Corrected
Item-Total Correlation |
Cronbach's
Alpha if Item Deleted |
|
BRS.1 |
16.8835 |
8.300 |
.500 |
.805 |
|
BRS.2 |
16.6796 |
8.514 |
.629 |
.759 |
|
BRS.3 |
16.4563 |
8.486 |
.704 |
.740 |
|
BRS.4 |
16.8155 |
7.995 |
.602 |
.767 |
|
BRS.5 |
16.4660 |
9.094 |
.573 |
.776 |
����������� Based
on validity test results, use Reliability analysis as in Table 4.2.1.4.2. It
can be explained that the variable Brand
Awareness is declared valid because the Corrected Item-Total Correlation
value is more significant than 0.2.
|
Reliability
Statistics |
|
|
Cronbach's
Alpha |
N of
Items |
|
.807 |
5 |
����������� Based on reliability test results,
use reliability analysis as in Table 4.2.1.3.3. It can be explained that the
variable Brand Awareness is stated as
reliable or can be trusted because of its mark overall Cronbach's Alpha 0.807
> 0.6.
Conclusion
Research results show that Brand Ambassadors are influential and positive to Brand Image, Brand Awareness, and Purchase
Intention. This matter covers the image of Brand Ambassadors influencing companies' consumers when shopping on
Tokopedia and whether consumers have a good perception of Brand Ambassador contracted by a company. This proves that the
appointment of the right Brand Ambassador
To represent a company can impact the Brand
Awareness of the company. Then, appoint
brand ambassadors to represent something the company can influence in forming purchase intention. Brand Awareness can also influence the
formation of Purchase Intention in
consumers. Brand Ambassadors also
significantly influence Purchase
Intention by mediating Brand Image and
Brand Awareness.
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