Pengaruh Brand Ambassador ‘BTS’ dan Brand Loyalty Terhadap Keputusan Pembelian Di Aplikasi Go-food (survei Eksplanatif Pada Viewers Iklan Go-food Di Youtube)

Abstract

This research aims to measure the influence of the BTS Brand Ambassador and Brand Loyalty simultaneously on purchasing decisions on the Go-Food application, a survey was conducted on viewers of Go-Food advertisements on YouTube. The method used in this research is quantitative and multiple linear regression analysis. The total sample was 400 respondents using the Slovin formula. The results of this research show that BTS Brand Ambassador and Brand Loyalty have a positive influence on purchasing decisions in the Go-Food application. Simultaneously proven to be 0.581, this figure shows that the contribution to the influence of the brand ambassador and brand loyalty variables is 58.1% with a partial influence of 38% for brand ambassador and 45% for brand loyalty.