The Influence Of Brand Ambassador And Sales Promotion On Online  Repurchase Intention (Case Study On Tokopedia E-Commerce)

Mohamad Singgih; Ratih  Agustin Rachmaningrum; Suatmo  Pantja Putra; Febriani  Wunga

doi:10.46729/ijstm.v5i1.1047

Mohamad Singgih Universitas Merdeka Malang
Ratih Agustin Rachmaningrum Lecturer in the Faculty of Psychology, Universitas Merdeka Malang
Suatmo Pantja Putra Lecturer in the D3 English Language Study Program, Universitas Merdeka Malang
Febriani Wunga Management Student, Universitas Merdeka Malang

DOI: https://doi.org/10.46729/ijstm.v5i1.1047

Keywords: Brand Ambassador, Sales Promotion and Online Repurchase Intention.

Abstract

The use of brand ambassadors and sales promotions in online shopping applications also has an
influence on repeat purchase interest. This becomes interesting to study in the E-Commerce era.
The aim of the research is to analyze the influence of brand ambassadors and sales promotions
on online repurchase intention. Research respondents are customers who have made purchases
through the Tokopedia e-commerce application. This research uses a sample of 100 respondents
using data collection techniques through questionnaires. The analysis technique uses multiple
linear regression analysis with the SPSS program. Based on the results of the analysis, it shows
that the brand ambassador and Sales Promotion variables positive influenced and significant
on the online repurchase intention variable of e-commerce application users. The research
findings also show that the sales promotion variable has a dominant influence on online
repurchase intention variable.

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