Pengaruh Integrated Marketing Communication, Brand Ambassador terhadap Keputusan Pembelian Melalui Brand Awareness dan Brand Image sebagai Variabel Intervening pada Tokopedia di Kota Medan

Abstract

This research delves into the effects of integrated marketing communication and brand ambassador on purchase using brand awareness and brand image as the intervening variables in the Tokopedia in Med.an. This associative research takes 145 people who have ever bought products on Tokopedia as the sample and employs descriptive analysis and SEM-lisre/ analysis to analyze and examine hypothesis. The research findings demonstrate that the variable of Integrated Marketing Communication has positive and insignificant effects on the Brand Awareness on Tokopedia, f ntegrated Marketing Communication has positive and significant effects on Brand Image on Tokopedia, Integrated Marketing Communication has positive and significant effects on the variable of Purchase Decision on Tokopedia, Brand Ambassador has positive and significant effects on the Brand Awareness on Tokopedia, Brand Ambassador has positive and insignificant effects on the Brand Image on Tokopedia. Brand Ambassador has positive and insignificant effects on the Purchase Decision on Tokopedia, Brand Awareness has positive and significant effects on Brand Image on Tokopedia, Brand Awareness has positive and significant effects on the Purchase Decision on Tokopedia, Brand Image positive and significant effects on the Purchase Decision on Tokopedia, Integrated Marketing Communication has positive and insignificant effects on the Purchase Decision using Brand Awareness on Tokopedi, and Integrated Marketing Communication has positive and insignificant effects on the Purchase Decision using Brand Image on Tokopedia. Brand Ambassador has positive and insignificant effects on the Purchase Decision using Brand Awareness on Tokopedia, Brand Ambassador has positive and insignificant effects on the Purchase Decision using Brand Image on Tokopedia, Brand Awareness has positive and significant effects on the Purchase Decision using Brand Image on Tokopedia.