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The Role of Brand Ambassador, Brand Image, Brand Awareness, K-pop Group BTS (Bangtan Seoyeondan) on Consumer Purchase Interest in the Tokopedia Application

Peran Brand Ambassador, Brand Image, Brand Awareness, K-pop Grup BTS (Bangtan Seoyeondan) Terhadap Minat Beli Konsumen di Aplikasi Tokopedia

Authors

DOI:

https://doi.org/10.21070/ups.12427

Keywords:

Brand Ambassador, Brand Image, Brand Awareness, Purchase Interest

Abstract

This study aims to analyze the role of brand ambassadors, brand image and brand awareness on consumer buying interest in the Tokopedia application. The method used in this study is a quantitative method by distributing questionnaires in the form of Googleform. This study involved 96 people who met the author's criteria. Based on the research results, it was found that brand ambassadors, brand image and brand awareness had a positive impact on Tokopedia. This is evidenced by the results of the significance test on these variables and based on the field saying that people know the Tokopedia marketplace through promotions using brand ambassadors as their faces. Thus it can be concluded that brand ambassadors, brand image and brand awareness have a positive impact on the Tokopedia marketplace.

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2026-09-30

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