Research Paper
Year: 2022 | Month: April | Volume: 9 | Issue: 4 | Pages: 217-229
DOI: https://doi.org/10.52403/ijrr.20220427
The Influence of Integrated Marketing Communication, Brand Ambassador on Purchase Decisions through Brand Awareness, and Brand Image as Intervening Variables at Tokopedia in Medan City
Dicky Hendi1, Endang Sulistya Rini1, Amlys Syahputra Silalahi1
1Department of Management, Faculty of Economics and Business at Universitas Sumatera Utara, Indonesia
Corresponding Author: Dicky Hendi
ABSTRACT
This study aims to determine the effect of integrated marketing communication and brand ambassador on purchase decisions through brand awareness and image as intervening variables at Tokopedia in Medan City. This research is associative research. The sample in this study is 145 consumers who have shopped at Tokopedia. The data analysis techniques used to test the hypothesis are descriptive analysis and SEM-lisrel analysis.
The results showed that the Integrated Marketing Communication variable had a positive and insignificant effect on Brand Awareness at Tokopedia. Integrated Marketing Communication has a positive and significant effect on the Brand Image of Tokopedia. Integrated Marketing Communication has a positive and significant effect on the Purchase Decision variable at Tokopedia. Brand Ambassador has a positive and significant effect on the Brand Awareness variable at Tokopedia. Brand Ambassador shows a positive and insignificant effect on Brand Image on Tokopedia. Brand Ambassador shows a positive and insignificant effect on purchase decisions at Tokopedia. Brand Awareness shows a positive and significant influence on the Brand Image of Tokopedia. Brand Awareness shows a positive and significant influence on Purchase Decisions at Tokopedia. Brand Image shows a positive and significant influence on Purchase Decisions at Tokopedia. Integrated Marketing Communication shows a positive and insignificant effect on Purchase Decisions through Brand Awareness and Brand Image on Tokopedia. Brand Ambassador shows a positive and insignificant effect on Purchase Decisions through Brand Awareness and Brand Image on Tokopedia.
Keywords: Integrated Marketing Communication, Brand Ambassador, Brand Awareness, Brand Image, Purchase Decision.
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