ONLINE PURCHASE INTENTION ON E-COMMERCE: THE EFFECT OF BRAND AMBASSADOR AND TRUST
This research was conducted to analyze the influence of brand ambassadors and trust toward purchase intention on the Tokopedia e-commerce platform. This research employed a quantitative method with the survey technique. The data collection technique was carried out by distributing a questionnaire to 100 respondents identified as fans (ARMY) of the South Korean idol group BTS (Bangtan Seoyondan). The sampling technique is using purposive sampling, in terms of Indonesian BTS fans that use Tokopedia. The data collected were analyzed using multiple linear regression on all variables. The results showed that brand ambassador and trust both partially and simultaneously had a significant effect on purchase intention. Brand ambassadors and trust have a large contribution to the progress of whether a transaction will occur in e-commerce. Thus, to reach customers' purchase intention on e-commerce, marketers can use brand ambassadors and increase customers’ trust.
Brand Ambassador, Trust, Purchase Intention, E-commerce, BTS