CHOIROH, SILVI (2023) PENGARUH NCT DREAM DALAM IKLAN MIE INSTAN LEMONILO KEMASAN KOLABORASI SPESIAL NCT DREAM TERHADAP MINAT BELI PADA FOLLOWERS TWITTER @FOODFESS2. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Nowadays, the popularity of the Korean Wave has made Korean Pop (K-Pop) fans the ideal target for product marketers, including Lemonilo, who appointed a well-known Korean brand ambassador and used them as an advertising model to win their target market. This study aimed to determine whether or not the inclusion of NCT DREAM in the special collaboration of Lemonilo Instant Noodle advertisement influenced the level of interest among the followers of @FOODFESS2 Twitter account in making a purchase as well as the scale of its influence. The researcher utilized the methods of quantitative research in this study. Therefore, to obtain the sample, simple random sampling was used as the sampling method and gained 100 sample informants. The theory of S-O-R (Stimulus Organism Response) was used in this study. The result showed a correlation value of 0,560, which means that it is quite strong between the X variable and the Y variabel. The simple regression coefficient value shows that NCT DREAM as a brand ambassador (X) has a positive influence of 0,538 on buying interest (Y). Thus, the result shows that the variable of NCT DREAM in the special collaboration of Lemonilo Instant Noodle advertisement influenced buying interest on Twitter followers @FOODFESS2 by 31.3% seen from the calculation of the coefficient of determination. The remaining 68.7% were influenced by other variables not examined in this study.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Saat ini kepopuleran Korean wave menjadikan kalangan pecinta Korean Pop (K-Pop) sebagai sasaran yang tepat untuk para pemasar produk, salah satunya Lemonilo yang menunjuk brand ambassador Korea dan memakai model iklan terkenal dari Korea untuk menarik hati target sasaran produknya. Penelitian ini dilakukan untuk mengetahui apakah ada pengaruh antara NCT DREAM dalam iklan Mi instan Lemonilo kemasan kolaborasi spesial NCT DREAM terhadap minat beli pada followers twitter @FOODFESS2 serta mengetahui seberapa besar pengaruh tersebut. Peneliti menggunakan metode penelitian kuantitatif dengan pengambilan sampel sebanyak 100 responden. Teknik pengambilan sampel menggunakan metode simple random sampling. Teori yang digunakan dalam penelitian ini yaitu teori S-O-R (Stimulus Organism Response). Hasil penelitian menunjukkan nilai korelasi sebesar 0,560 yang artinya cukup kuat antara variabel X dengan variabel Y. Nilai koefisien regresi sederhana menunjukkan bahwa NCT DREAM sebagai brand ambassador (X) memiliki pengaruh positif sebesar 0,538 terhadap minat beli (Y). Hasil penelitian menunjukkan bahwa variabel NCT DREAM dalam iklan Mie instan Lemonilo kemasan kolaborasi spesial NCT DREAM terdapat pengaruh terhadap minat beli pada followers twitter @FOODFESS2 sebesar 31,3% dilihat dari perhitungan koefisien determinasi. Sedangkan sebanyak 68,7% lainnya dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. | |||||||||
| Uncontrolled Keywords: | brand ambassador, buying interest, marketing communication komunikasi pemasaran, brand ambassador, minat beli | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Ms Silvi Choiroh | |||||||||
| Date Deposited: | 26 Jun 2023 15:42 | |||||||||
| Last Modified: | 26 Jun 2023 15:42 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/25406 |
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