THE INFLUENCE OF JINGLE, BRAND AMBASSADOR, E-WOM, AND CREATIVITY IN E-COMMERCE ADVERTISEMENTS TO PURCHASING DECISION

Abstract

When the Covid-19 pandemic hit the economy of Indonesia, it creates an economic downtrend which shows that many big businesses are greatly affected and suffer dur-ing the time. But this somehow does not really affect the e-commerce companies as their transaction value keeps increasing year by year. While also on the other hand E-commerce companies are intensively advertising their brand which they become one of the highest advertisement spender in 2020. The presence of this occurrence inspired the researcher to conduct a study about this phenomenon to analyze the determinant of e-commerce advertisement with using 4 independent variables such as music jingle advertisement, brand ambassador, E-WOM & creative advertisement towards 1 de-pendent variable which is Purchasing Decision. The researcher will utilize quantitative research approach and use non-probability sampling, more specifically snowball sam-pling. The total respondents of this study is 201 respondents with using Likert Scale method. The researcher will also be using SPSS as a tool to analyze all the data of this study. From the result, it can be concluded that there is no significant influence of jingle advertisement, while Brand Ambassador E-WOM, & Creative Advertisement have significant influence towards Purchasing Decision.