Nurarifa, Ainina (2023) Pengaruh Brand Ambassador Sehun EXO terhadap Keputusan Pembelian Produk Whitelab. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Currently, several local skincare brands are competing in the Indonesian market. The use of South Korean Brand Ambassadors is considered one of the marketing communication strategies that can attract buyers' attention. This research is based on the Brand Ambassador theory (Lea-Greenwood, 2012). The objective of this study is to determine the extent to which the five dimensions of the Brand Ambassador variable, namely Transference, Congruence, Credibility, Attractiveness, and Power, influence the purchase decision of Whitelab products. In this study, the Purchase Decision is divided into two variables: Rational (Y1) and Irrational (Y2). The research method employed is a survey, with data collected through questionnaires distributed to 100 Instagram followers of Whitelab (@whitelab_id). The results of this research indicate that there is no influence from the Brand Ambassador variable (X) on the Rational Purchase Decision Y1. This is supported by the regression test results, which reveal Transference (0.450), Congruence (0.288), Credibility (0.419), Attractiveness (0.190), and Power (0.314). Among these five dimensions, Sig. > 0.05, signifying that H0 is accepted while Ha is rejected. In contrast, there is an influence from the Brand Ambassador variable (X) on the Irrational Purchase Decision Y2. This is substantiated by the regression test results, which demonstrate that all five dimensions, including Transference, Congruence, Credibility, Attractiveness, and Power, yield Sig. < 0.05 or 0.00, indicating that H0 is rejected while Ha is accepted.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Saat ini beberapa brand skincare lokal tengah bersaing di pangsa pasar Indonesia. Penggunaan Brand Ambassador Korea Selatan adalah salah satu strategi komunikasi pemasaran yang dipercaya dapat membantu menarik perhatian pembeli. Dalam penelitian ini menggunakan teori Brand Ambassador (LeaGreenwood, 2012). Tujuan penelitian ini adalah untuk mengetahui seberapa pengaruh dari lima dimensi variabel Brand Ambassador yaitu Transference, Congruence, Credibility, Attractiveness, dan Power dalam mempengaruhi Keputusan Pembelian produk Whitelab. Dalam penelitian ini Keputusan Pembelian memiliki dua variabel yaitu Rasional (Y1) dan Irasional (Y2). Metode yang digunakan pada penelitian ini adalah metode survey dengan data yang diperoleh melalui kuisioner yang disebarkan kepada 100 orang followers Instagram Whitelab (@whitelab_id). Penelitian ini menunjukan bahwa tidak ada pengaruh dari variabel Brand Ambassador (X) terhadap Keputusan Pembelian Y1 (Rasional). Hal tersebut dibuktikan dari hasil uji regresi yang menunjukan Transference (0,450), Congruence (0,288), Credibility (0,419), Attractivesness (0,190), dan Power (0,314). Dari kelima dimensi menunjukan Sig. > 0,05 yang artinya H0 diterima dan Ha ditolak. Sedangkan terdapat pengaruh dari variabel Brand Ambassador (X) terhadap Keputusan Pembelian Y2 (Irasional). Hal tersebut dibuktikan dari hasil uji regresi yang menunjukan kelima dimensi yaitu Transference, Congruence, Credibility, Attractivesness, dan Power menghasilkan Sig. < 0,05 atau 0,00 yang artinya H0 ditolak sedangkan Ha diterima. | |||||||||
| Uncontrolled Keywords: | Brand Ambassador, Transference, Congruence, Credibility, Attractiveness, Power, Rational Purchase Decision, Irrational Purchase Decision Brand Ambassador, Transference, Congruence, Credibility, Attractiveness, Power. Keputusan Pembelian Rasional, Irasional. | |||||||||
| 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: | Ainina Nurarifa Nina | |||||||||
| Date Deposited: | 28 Nov 2023 10:08 | |||||||||
| Last Modified: | 28 Nov 2023 10:08 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/31200 |
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