ANALISIS PENGARUH BRAND AMBASSADOR, PROMOSI, DAN TESTIMONI TERHADAP KEPUTUSAN PEMBELIAN DI TENGAH PANDEMI COVID-19 (STUDI KASUS PADA MAHASISWA PROVINSI KEPULAUAN BANGKA BELITUNG PENGGUNA E-COMMERCE TOKOPEDIA.COM)

Abstract

         This study aims to prove that brand ambassador, promotions, and testimonials have a simultaneous effect on purchasing decisions in the midst of the Covid-19 pandemic. This research was conducted on students of the Bangka Belitung Island Province. The sample in this study were STIE IBEK and STIE Pertiba students who were still actively studying and used the Tokopedia application. This study uses a quantitative approach by distributing questionnaires to 89 respondents using the proportional stratified random sampling. The distribution of the questionnaires was carried out online through the google form to respondents who were in the STIE IBEK and STIE Pertiba environments. The data were statistically processed with the JASP program, namely the t test model, f test, and determinant coefficient test (R²). The results showed that all of brand ambassador, promotions, and testimonials had a positive and significant effect on purchasing decisions for students of the Bangka Belitung Island Province users of e-commerce Tokopedia.com. Partially, the brand ambassador, promotion, and testimonial variables have no significant effect on purchasing decisions. The value R Square is 0.262, which means that the variables that can be explained by brand ambassador, promotions, and testimonials are 26.2%, while the remaining 73.8% can be explained by variables that not examined in this study.