THE INFLUENCE OF BRAND AMBASSADOR, SPONSORSHIP EVENT, AND ELECTRONIC WORD-OF-MOUTH ON TOKOPEDIA PURCHASE INTENTION DURING COVID-19 PANDEMIC

Abstract

Tokopedia, one of the e-commerce giants in Indonesia, has experienced an increase in visitors at the beginning of 2020 during the COVID-19 pandemic. Brand Ambassador, Sponsorship Event, and Electronic Word-of-Mouth are independent variables used as factors that can influence Tokopedia Purchase Intention during the COVID-19 pandemic in this study. To examine the influence of these independent variables (Brand Ambassador, Sponsorship Event, and Electronic Word-of-Mouth) on Tokopedia Purchase Intention is the aim of this study. This research is focused on Korean-pop lovers (K-popers) in Indonesia who have shopped on Tokopedia during the COVID-19 pandemic. The number of respondents used is 106 respondents with multiple regression, t-test, and f-test analysis techniques, which are processed using statistical software. Data analysis shows that Brand Ambassador has no influence on Tokopedia Purchase Intention during the COVID-19 pandemic. Sponsorship Event has an influence on Tokopedia Purchase Intention during the COVID-19 pandemic. Electronic Word-of-Mouth has an influence on Tokopedia Purchase Intention during the COVID-19 pandemic.