relation: https://eprints.untirta.ac.id/47423/
title: PENGARUH BRAND AMBASSADOR JKT48 TERHADAP KEPUTUSAN PEMBELIAN PRODUK NIVEA MEN OLEH KOMUNITAS FJKT48 TANGERANG SELATAN
creator: Rihan Bintang, Mohammad
subject: Communication (General)
description: The use of public figures as Brand Ambassadors today not only serves as a marketing strategy but also as a tool for building brand image and influencing consumer purchase decisions. One example of utilizing a Brand Ambassador is the idol group JKT48, which serves as the promotional face of Nivea Men products. This research aims to determine the effect of the JKT48 Brand Ambassador on the purchase decision of Nivea Men products. The theory used is attribution theory. This is a quantitative study with a survey method. The population of this study consists of male active members of the FJKT48 community in Tangerang Selatan, with a sample size of 145 respondents. The results of the study show that the influence of the JKT48 Brand Ambassador on purchase decisions is 49.7%, based on the coefficient of determination value. The remaining 50.3% is influenced by factors outside of this study. The results of the simple linear regression test obtained the equation Y = 5.984 + 0.382X. The results show a Sig. value < 0.001. Since this value is much smaller than the significance level (α = 0.05 or 0.01), the null hypothesis (H₀) is rejected, and the alternative hypothesis (Hₐ) is accepted. In other words, there is a significant relationship between the JKT48 Brand Ambassador and Purchase Decisions. Based on these results, the author suggests that future research in this field should include additional variables to obtain more varied research results.
date: 2025
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/47423/1/Mohammad%20Rihan%20Bintang_6662200053_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/47423/2/Mohammad%20Rihan%20Bintang_6662200053_CP.pdf
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identifier: https://eprints.untirta.ac.id/47423/6/Mohammad%20Rihan%20Bintang_6662200053_04.pdf
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identifier: https://eprints.untirta.ac.id/47423/7/Mohammad%20Rihan%20Bintang_6662200053_05.pdf
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identifier: https://eprints.untirta.ac.id/47423/8/Mohammad%20Rihan%20Bintang_6662200053_Ref.pdf
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identifier: https://eprints.untirta.ac.id/47423/9/Mohammad%20Rihan%20Bintang_6662200053_Lamp.pdf
identifier:   Rihan Bintang, Mohammad  (2025) PENGARUH BRAND AMBASSADOR JKT48 TERHADAP KEPUTUSAN PEMBELIAN PRODUK NIVEA MEN OLEH KOMUNITAS FJKT48 TANGERANG SELATAN.  S1 thesis, Universitas Sultan Ageng Tirtayasa.