Pengaruh NCT 127 Sebagai Brand Ambassador, Electronic Word of Mouth (e-WOM), dan E-Service Quality terhadap Keputusan Pembelian pada E-commerce Blibli.com

Abstract

This study discusses the influence of NCT 127 as a brand ambassador, electric word of mouth, and e-service quality on purchasing decisions in Blibli.com e-commerce. The independent variables in this study are brand ambassadors, electric word of mouth, and e-service quality while the dependent variable is the Blibli.com e-commerce purchasing decision. The research method used is quantitative research method with a total of 100 respondents obtained using random sampling method from the entire NCTzen population who are followers of the @Nctzenarea Instagram account. This study uses the Parliat Least Square (PLS) test tool and the results of this study indicate that brand ambassadors, electronic word of mouth, and e-service quality have a positive and significant effect on purchasing decisions in Blibli.com e-commerce.

Keywords: Brand Ambassador ; Electric Word of Mouth ; E-Service Quality ; Purchase Decision