PENGARUH GAYA HIDUP, LOYALITAS ARMY, DAN KREDIBILITAS BTS SEBAGAI BRAND AMBASSADOR TOKOPEDIA TERHADAP PERILAKU KONSUMTIF
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Hanifah, Nindia Nurul
Subject
Manajemen Pemasaran
Datestamp
2022-04-06 06:18:25
Abstract :
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Gaya Hidup, Loyalitas ARMY, dan Kredibilitas BTS sebagai Brand Ambassador Tokopedia terhadap Perilaku Konsumtif ARMY di Jabodetabek. Penelitian ini menggunakan jenis penelitian asosiatif dengan pendekatan kuantitatif. Populasi dari penelitian ini adalah fans dari BTS yaitu, ARMY yang berbelanja di Tokopedia. Sampel ditentukan berdasarkan metode purposive sampling, dengan jumlah sampel sebanyak 100 responden. Metode analisis data yang digunakan adalah program SPSS versi 26.0. Hasil penelitian membuktikan bahwa (1) Secara parsial gaya hidup tidak berpengaruh signifikan terhadap perilaku konsumtif. (2) Secara parsial loyalitas ARMY berpengaruh positif dan signifikan terhadap perilaku konsumtif. (3) Secara parsial kredibilitas brand ambassador tidak berpengaruh signifikan terhadap perilaku konsumtif. (4) Secara simultan gaya hidup, loyalitas ARMY, dan kredibilitas brand ambassador berpengaruh terhadap perilaku konsumtif. This research aims to find out how the influence of Lifestyle, ARMY Loyalty, and BTS Credibility as Tokopedia Brand Ambassador on ARMY Consumptive Behavior in Jabodetabek. This research uses an associative type of quantitative approach. The population of this study is fans of BTS, namely, ARMY who shop on Tokopedia. The sample was determined based on the purposive sampling method, with a sample number of 100 respondents. The data analysis method used is the SPSS program version 26.0. The results proved that (1) Partially lifestyle had no significant effect on consumptive behavior. (2) Partially ARMY loyalty has a positive and significant effect on consumptive behavior. (3) Partially the credibility of the brand ambassador has no significant effect on consumptive behavior. (4) Simultaneously the lifestyle, loyalty of ARMY, and the credibility of the brand ambassador affect consumptive behavior.
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Gaya Hidup, Loyalitas ARMY, dan Kredibilitas BTS sebagai Brand Ambassador Tokopedia terhadap Perilaku Konsumtif ARMY di Jabodetabek. Penelitian ini menggunakan jenis penelitian asosiatif dengan pendekatan kuantitatif. Populasi dari penelitian ini adalah fans dari BTS yaitu, ARMY yang berbelanja di Tokopedia. Sampel ditentukan berdasarkan metode purposive sampling, dengan jumlah sampel sebanyak 100 responden. Metode analisis data yang digunakan adalah program SPSS versi 26.0. Hasil penelitian membuktikan bahwa (1) Secara parsial gaya hidup tidak berpengaruh signifikan terhadap perilaku konsumtif. (2) Secara parsial loyalitas ARMY berpengaruh positif dan signifikan terhadap perilaku konsumtif. (3) Secara parsial kredibilitas brand ambassador tidak berpengaruh signifikan terhadap perilaku konsumtif. (4) Secara simultan gaya hidup, loyalitas ARMY, dan kredibilitas brand ambassador berpengaruh terhadap perilaku konsumtif. This research aims to find out how the influence of Lifestyle, ARMY Loyalty, and BTS Credibility as Tokopedia Brand Ambassador on ARMY Consumptive Behavior in Jabodetabek. This research uses an associative type of quantitative approach. The population of this study is fans of BTS, namely, ARMY who shop on Tokopedia. The sample was determined based on the purposive sampling method, with a sample number of 100 respondents. The data analysis method used is the SPSS program version 26.0. The results proved that (1) Partially lifestyle had no significant effect on consumptive behavior. (2) Partially ARMY loyalty has a positive and significant effect on consumptive behavior. (3) Partially the credibility of the brand ambassador has no significant effect on consumptive behavior. (4) Simultaneously the lifestyle, loyalty of ARMY, and the credibility of the brand ambassador affect consumptive behavior.
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