How BTS as Tokopedia Brand Ambassador Influence the Brand Image and Customer Purchasing Decision in Jakarta

Abstract

This paper purposes is to uncover the impact that BTS brings upon Tokopedia as the brand ambassador in terms of their influence towards the company’s brand image and customer purchasing decision. With the significance of e-commerce in daily occurrences and the marketing trends of utilizing brand ambassador in e-commerce, this paper will assess the correlation between the 2 factors. In order to find the answer to the research question, literature review of the significant factors such are brand ambassador, brand image, and customer purchasing decision are studied and their elements are taken into considerations when making the Likert scales questionnaires for the primary data collection.
The research resulted in proving that BTS as a brand ambassador has a strong influence towards both variables, brand image and customer purchasing decision. In conclusion by being the ambassador of Tokopedia, BTS impacts factors such as elevating the existing brand image in a positive manner and improving the reputation of Tokopedia.

Keywords: Brand ambassador, Brand image, Customer purchasing decision, BTS, Tokopedia