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BTS Brand Ambassador Impact in Indonesia by Ancilla ayu is a document available to read on EtoBox.

What is BTS Brand Ambassador Impact in Indonesia about?

This document discusses a study that aims to determine the effect of brand ambassadors on purchase intention, which is mediated by Tokopedia brand awareness in Indonesia. The study uses a sample of 190 Tokopedia users and analyzes the data using Partial Least Square testing. The results show that brand ambassador variables have a positive effect on purchase intention and brand awareness of Tokopedia in Indonesia. It also shows that brand awareness variables positively influence purchase intention on Tokoped

Author

Ancilla ayu

Language

EN