Maharani, alvira nur and Setyorini, Deviani and Handaningtyas, Uliviana Restu (2022) PENGARUH BRAND AMBASSADOR STRAY KIDS MELALUI FANSIGN VIDEO CALL 1 ON 1 SHOPEE TERHADAP COMPULSIVE BUYING (Survei menggunakan model VISCAP pada Fanbase Twitter Stray Kids). S1 thesis, Fakultas Ilmu Sosial Dan Ilmu Politik.

Text SKRIPSI ALVIRA NUR MAHARANI-6662170035.pdf Restricted to Registered users only Download (1MB)

Abstract

ABSTRAK Alvira Nur Maharani, NIM 6662170035. Skripsi Pengaruh Brand Ambassador Stray Kids Melalui Fansign Video Call 1 On 1 Shopee Terhadap Compulsive Buying (Survei menggunakan model VISCAP pada Fanbase Twitter Stray Kids). Pembimbing I Deviani Setyorini,. MCMS dan Pembimbing II Uliviana Restu H,. M.I.Kom Fenomena penggunaan celebrity Korea Selatan sebagai brand ambassador bersamaan dengan diadakannya promosi event salah satunya yaitu event fansign video call. Dengan strategi membeli untuk dapat bertemu dengan celebrity membuat banyak penggemar semakin berusaha terus membeli agar mendapat kemungkinan besar untuk mengikuti event tersebut. Akibatnya banyak penggemar yang rela mengeluarkan uang lebih banyak dari seharusnya dan secara berulang untuk hal yang mungkin tidak berguna untuk dirinya dan hal tersebut dapat dikenal dengan perilaku compulsive buying. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh brand ambassador Stray Kids melalui fansign video call 1 on 1 shopee terhadap compulsive buying. metode yang digunakan pada penelitian ini adalah metode survei dengan data yang didapat melalui kuesioner yang disebarkan kepada 100 orang pengikut fanbase Stray Kids @thestorykids. Hasil dari penelitian ini menunjukan nilai korelasi 0.807 yang artinya memiliki hubungan yang kuat antara kedua variabel. Hasil koefisien determinasi sebesar 65,1% yang berarti bahwa perilaku compulsive buying dapat dipengaruhi oleh brand ambassador Stray Kids, sedangkan sisanya dapat disebabkan oleh faktor lain. Dan didapatkan perhitungan uji regresi sederhana dihasilkan persamaan Y = 11,823+ 1.180X. Kata Kunci : Brand Ambassador, Event Fansign Video Call Shopee, VISCAP, Compulsive Buying   ABSTRACT Alvira Nur Maharani, NIM 6662170035. Skripsi The Influence of Stray Kids Brand Ambassadors Through Shopee 1 On 1 Video Call Fansign on Compulsive Buying (The survey uses the VISCAP model on the Stray Kids Twitter Fanbase).Pembimbing I Deviani Setyorini,. MCMS dan Pembimbing II Uliviana Restu H,. M.I.Kom The phenomenon of hiring South Korean celebrities as brand ambassadors along with the holding of promotional events, one of which is video call fansign event. With a buying strategy to be able to meet a celebrity, many fans are increasingly trying to keep buying in order to have the greatest possibility to participate in the event. As a result, many fans are willing to spend more money than they should and repeatedly for things which may not be useful for themselves and it is called as compulsive buying behavior. The aim of this study is that to determine how much influence Stray Kids brand ambassador through video call fansign 1 on 1 shopee on compulsive buying. The method used in this study was a survey method with data obtained through questionnaires which were distributed to 100 followers of the Stray Kids @thestorykids fanbase. The result of this study shows a correlation value of 0.807 which means that it has a strong relationship between the two variables. Moreover, the result of the coefficient of determination is 65,1% which means that compulsive buying behavior can be influenced by the Stray Kids brand ambassador while the rest can be caused by other factors. In addition, it is obtained a simple regression test calculation results in the equation Y = 11,823+ 1.180 X. Key word : Brand Ambassador, Event Fansign Video Call Shopee, VISCAP, Compulsive Buying

Item Type:	Thesis (S1)
Subjects:	Communication > Communication (General)
Divisions:	06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi
Depositing User:	Perpustakaan FISIP
Date Deposited:	09 Aug 2024 15:38
Last Modified:	09 Aug 2024 15:38
URI:	http://eprints.untirta.ac.id/id/eprint/16178

Actions (login required)

View Item