PENGARUH SALES PROMOTION, BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI TOKOPEDIA

Abstract

This research animed to analyzed and find out the effect of sales promotion, brand ambassador and brand image on the purchase decision of product at tokopedia. Purchase decision is one of the business goal from a company in order to be able to give an impact on the continuty of company’s operational, purchase decision also is affected by many factors such as sales promotion, brand ambassador and brand image. The research was quantitative. Furthermore, the research sample used elements population who did not have any same chance as sample. Moreover, the research sample determination used purposive sampling with respondents of students of school of Economic (STIESIA) Surabaya whoc have ever done purchasing the product at tokopedia. Meanwhile, the research analysis method used multiple liniear regression with the SPSS program 25 version. The research result showed that sales promotion, brand ambassador and brand image hand a significant effect on the purchase decision, it proven by the higher of te sales promotion value, the brand ambassador and brand image the bigger also the customers in taking purchase decision of product at tokopedia.