PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE ERIGO TERHADAP MINAT BELI PADA APLIKASI TIKTOK

PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE ERIGO TERHADAP MINAT BELI PADA APLIKASI TIKTOKSHOP

Authors

  • Satria Novaldy Wibowo Universitas Negeri Surabaya
  • Saino Saino Universitas Negeri Surabaya

DOI:

https://doi.org/10.26740/jptn.v12n3.p356-364

Keywords:

Brand Ambassador; Brand Image; Purchase Intention; Tiktok

Abstract

Advances in information technology, especially the internet, have driven significant changes in various fields,
including digital marketing through social media. Platforms such as TikTok are now strategic tools to reach
consumers. One example of utilizing this strategy is Erigo, which uses brand ambassadors and brand image to
increase consumer buying interest. This study aims to analyze the influence of Erigo's brand ambassadors and
brand image on TikTok users' purchase intention. With a quantitative approach, this study involved university
students in Surabaya as the population, using questionnaires as data collection instruments. Data analysis was
conducted through multiple linear regression with the help of SPSS software. The results showed that both brand
ambassador and brand image have a significant influence on buying interest in TikTok

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Published

2024-12-31

How to Cite

Satria Novaldy Wibowo, & Saino, S. (2024). PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE ERIGO TERHADAP MINAT BELI PADA APLIKASI TIKTOK: PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE ERIGO TERHADAP MINAT BELI PADA APLIKASI TIKTOKSHOP. Jurnal Pendidikan Tata Niaga (JPTN), 12(3), 356–364. https://doi.org/10.26740/jptn.v12n3.p356-364

Issue

Vol. 12 No. 3 (2024)

Section

Article

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