PENGARUH BRAND AMBASSADOR BEYOND THE SCENE (BTS) TERHADAP KEPUTUSAN PEMBELIAN PADA TOKOPEDIA (Survei pada Penggemar Beyond The Scene (BTS) yang Menggunakan Tokopedia Di Jabodetabek)

RIZQI DWI SUTARDI. 2020. The Effect Of Brand Ambassador Beyond The Scene(BTS) On Purchasing Decisions In Tokopedia (Survey on Beyond The Scene(BTS) Fans Using Tokopedia in Jabodetabek). DIII Study Program in Marketing Management. Faculty of Economics. State University of Jakarta. This scientific work aims to find out: 1) Description of the product purchasing decision on Tokopedia. 2) Description of BTS brand ambassadors. 3) The influence of BTS brand ambassadors on purchasing decisions on Tokopedia. The method used in this study is a survey method using online questionnaires. The sample in this study involved 100 respondents. The subjects in this study were Beyond The Scene (BTS) fans using Tokopedia in Jabodetabek. Based on the results of this research show that brand ambassador beyond the scene (BTS) influence purchasing decisions on Tokopedia, this evidenced by the results of the hypothesis with a significance value of 0,000. In the coefficient of determination (R2) brand ambassador influence purchasing decisions by 35,9% and 64,1% influenced by other variables. Keywords: Brand Ambassador, Purchasing Decision