PUTRI, AMELIA (2025) PENGARUH DUTA MEREK NCT DREAM DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN TOS TOS (Studi Kasus Pada Mahasiswa Fakultas Pertanian Universitas Sultan Ageng Tirtayasa). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Tos Tos Tortilla chips has collaborated with the K-pop group NCT Dream as brand ambassador to promote their products. This study aims to examine the effect of brand ambassador (X1) and social media marketing (X2) on purchasing decisions (Y) among students of the Faculty of Agriculture, Sultan Ageng Tirtayasa University. This research employs a quantitative descriptive method. The population in this study were active students of the Faculty of Agriculture, Sultan Ageng Tirtayasa University. The sample of this study were active students of the Faculty of Agriculture, Sultan Ageng Tirtayasa University in 2021-2024 who had purchased and consumed Tos Tos Tortilla Chips. A cluster sampling technique was used to obtain a sample of 100 respondents. Data were analyzed using SPSS, including instrument testing, classical assumption testing, model accuracy testing and multiple linear regression analysis. The results show that: (1) brand ambassador does not have a positive and significant influence on purchasing decisions; (2) social media marketing has a positive and significant influence on purchasing decisions.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tos Tos Tortilla Chips menggandeng grup K-pop NCT Dream sebagai duta merek untuk mempromosikan produknya. Penelitian ini bertujuan untuk menguji pengaruh duta merek (X1) dan pemasaran media sosial (X2) terhadap keputusan pembelian (Y) di kalangan mahasiswa Fakultas Pertanian Universitas Sultan Ageng Tirtayasa. Penelitian ini menggunakan metode deskriptif kuantitatif. Populasi dalam penelitian ini adalah mahasiswa aktif Fakultas Pertanian Universitas Sultan Ageng Tirtayasa. Sampel penelitian ini adalah mahasiswa aktif Fakultas Pertanian Universitas Sultan Ageng Tirtayasa angkatan 2021-2024 yang pernah membeli dan mengonsumsi Tos Tos Tortilla Chips. Teknik cluster sampling digunakan untuk mendapatkan sampel sebanyak 100 responden. Data dianalisis dengan menggunakan SPSS, meliputi uji instrumen, uji asumsi klasik, uji ketepatan model dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa: (1) duta merek tidak memiliki pengaruh positif dan signifikan terhadap keputusan pembelian; (2) pemasaran media sosial memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. | |||||||||
| Uncontrolled Keywords: | brand ambassador, social media marketing, purchasing decision | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Amelia Putri | |||||||||
| Date Deposited: | 05 Jun 2025 08:13 | |||||||||
| Last Modified: | 05 Jun 2025 08:13 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/49308 |
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