THE INFLUENCE OF BRAND AMBASSADOR ON BRAND IMAGE AND CONSUMER BUYING DECISION

Abstract

The use of e-commerce becomes very massive recently, especially in Indonesia. In Shoutheast Asian Indonesia is number one country that visit e-commerce the most. Currently the two biggest e-commerce platform in Indonesia are Shopee and Tokopedia. Shopee is originally from Singapore and Tokopedia is originally from Indonesia. Both of them are currently using a brand ambassador, where Shopee with Didi Kempot and Tokopedia with BTS, to expand their market. Therefore, the researcher conducts this study to know the influence of those brand ambassadors towards brand image and consumer buying decision, and compare Shopee with Tokopedia to know which one influence the most. There are 222 respondents of this research from the population is Indonesian college student with young age. The is a quantitative research with simple linear regression analysis. This research found that there is an influence of Brand Ambassador Didi Kempot towards Brand Image and Consumer Buying Decision of Shopee and Brand Ambassador BTS towards Brand Image and Consumer Buying Decision of Tokopedia. Furthermore, Didi Kempot is influencing positively the most towards Consumer Buying Decision of Shopee while BTS is influencing positively the most towards Brand Image of Tokopedia