The Influence of K-Pop EXO Brand Ambassador on Purchasing Decisions for Scarlett Products in Manado
DOI:
https://doi.org/10.35797/ejp.v5i2.55537Keywords:
Brand Ambassador, Purchase DecisionsAbstract
The sophistication of social media nowadays makes it easier for every individual in many ways, one of which is that it can be used for business. Digital marketing, or online marketing, is a form of marketing carried out using technology and the internet that aims to connect with customers through social media, websites, email, and other forms. Using brand ambassadors to promote products is the most effective promotional method to increase sales and improve consumer perceptions of the company. This study aims to determine the effect of the brand ambassador K-Pop EXO on purchase decisions for Scarlett products in Manado. This research uses a quantitative method using simple linear regression analysis. The statistical tests carried out are validity tests, reliability tests, descriptive statistical tests, correlation coefficient analysis, t tests and coefficient of determination tests. After processing the data, researchers obtained the results that the brand ambassador K-Pop EXO had a positive and significant effect on purchase decisions. However, the level of relationship between the brand ambassador and purchase decisions is at a low level.
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