Pengaruh Korean Brand Ambassador dan Loyalitas Pelanggan Terhadap Keputusan Pembelian pada Pengguna Shopee di Kota Medan

Abstract

The emergence of various e-commerce platforms among the Indonesian public is a new alternative that makes shopping easier for the community. One of the e-commerce platforms used by the Indonesian people is Shopee. Seeing the enthusiasm of the public and the popularity of Korean culture in Indonesia today, Shopee uses Korean brand ambassadors as a marketing strategy and pays attention to customer loyalty to influence buyers in making purchasing decisions through the Shopee e-commerce platform. This research aims to analyze the influence of Korean brand ambassadors and customer loyalty on purchasing decisions among Shopee users in Medan City. The influence between Korean brand ambassadors and customer loyalty will be analyzed both partially and simultaneously on purchasing decisions. The type of research used in this study is quantitative research with an associative approach. Sampling was conducted using purposive sampling techniques and involved 100 respondents as the sample. The primary data used by the researchers in this study were obtained by distributing questionnaires directly and using Google Forms, while the secondary data were obtained through literature study. The data analysis methods used are validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis tests. The results of the research conducted show that the variable korean brand ambassador (X1) and customer loyalty (X2) have a positive and significant effect on purchasing decisions (Y) both partially and simultaneously. The coefficient of determination test shows that there is a very strong relationship between the korean brand ambassador variable and customer loyalty towards the purchasing decision with an R value of 0.783. Through the adjusted R square value, it is also known that the korean brand ambassador and customer loyalty variables contribute 60.6% to the purchasing decision variable, while the remaining 39.4% is influenced by other variables not discussed in this study.