Pengaruh Park Seojun sebagai Brand Ambassador dan Electronic Word of Mouth terhadap Minat Beli pada Blibli

Abstract

This study aims to determine the effect of Brand Ambassador and Electronic Word of Mouth on consumer Purchase Intention at Blibli. This study also proves the influence of Brand Ambassador as seen from the four dimensions of visibility, credibility, attraction, and power on Purchase Intention, as well as the influence of Electronic Word of Mouth seen from the three dimensions of intensity, valence of opinion, and content on purchase intention. Both of these variables will be seen partially and simultaneously their influence on consumer purchase intention at Blibli. The sampling technique used is purposive sampling. The criteria for respondents in this study are Generation Z who lives in DKI Jakarta, knowing Park Seojun is a brand ambassador from Blibli and has made a purchase at Blibli at least once. The research data was obtained by distributing questionnaires to 100 samples that met the criteria. The data analysis used is statistical analysis in the form of multiple linear regression test with SPSS 25 software. The results of this study indicate that Brand Ambassador partially has a positive and significant effect on purchase intention, Electronic Word of Mouth partially has no effect on purchase intention, then Brand Ambassador and Electronic Word of Mouth simultaneously have a positive and significant effect. The results of the adjusted R-Square test show a value of 32.8%, which means the two variables explain 32.8% of the consumer purchase intention variable at Blibli.