PENGARUH PERSONAL BRANDING IVAN GUNAWAN SEBAGAI BRAND AMBASSADOR TERHADAP MINAT BELI MINUMAN VIBE

MAHALANDO, MOLTA RENZO (2026) PENGARUH PERSONAL BRANDING IVAN GUNAWAN SEBAGAI BRAND AMBASSADOR TERHADAP MINAT BELI MINUMAN VIBE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of Ivan Gunawan’s personal branding as a brand ambassador on purchase intention toward Vibe beverage products among student followers of the Instagram account @vibe.indonesia in West Jakarta. The concept of personal branding refers to Montoya and Vandehey (2002), who define personal branding as a strategy for building public perception through consistent personal image and values, measured through the dimensions of visibility, credibility, attraction, and power. Meanwhile, purchase intention is defined by Kotler and Keller (2016) as a consumer’s tendency to purchase a product, measured through transactional, referential, preferential, and exploratory indicators. This study employs a quantitative approach using a survey method involving 100 respondents selected through purposive sampling, specifically students who follow the @vibe.indonesia Instagram account and have been exposed to promotional content featuring Ivan Gunawan. Data were collected using a Likert-scale questionnaire and analyzed through validity and reliability tests, simple linear regression, and the coefficient of determination. The results show that all research instruments are valid and reliable. The R Square value indicates that Ivan Gunawan’s personal branding contributes significantly to explaining variations in students’ purchase intention. Regression analysis reveals that Ivan Gunawan’s personal branding has a positive and significant effect on purchase intention, with the power dimension as the most dominant indicator. This study concludes that the personal branding of a brand ambassador plays an important role in increasing consumer purchase intention through social media. Keywords: Personal Branding, Brand Ambassador, Purchase Intention, Social Media, Vibe. Penelitian ini bertujuan untuk menganalisis pengaruh personal branding Ivan Gunawan sebagai brand ambassador terhadap minat beli produk minuman Vibe pada mahasiswa followers Instagram @vibe.indonesia di Jakarta Barat. Konsep personal branding mengacu pada Montoya dan Vandehey (2002) yang menjelaskan bahwa personal branding merupakan strategi pembentukan persepsi publik melalui citra dan nilai personal yang konsisten, yang diukur melalui dimensi visibility, credibility, attraction, dan power. Sementara itu, minat beli merujuk pada Kotler dan Keller (2016) sebagai kecenderungan konsumen untuk melakukan pembelian, yang diukur melalui indikator transaksional, referensial, preferensial, dan eksploratif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang dipilih menggunakan teknik purposive sampling, yaitu mahasiswa yang mengikuti akun Instagram @vibe.indonesia dan pernah melihat promosi Vibe melalui Ivan Gunawan. Data dikumpulkan melalui kuesioner berskala Likert dan dianalisis menggunakan uji validitas, reliabilitas, regresi linier sederhana, serta koefisien determinasi. Hasil penelitian menunjukkan bahwa seluruh instrumen penelitian dinyatakan valid dan reliabel. Nilai R Square menunjukkan bahwa personal branding Ivan Gunawan memberikan kontribusi yang signifikan dalam menjelaskan variasi minat beli mahasiswa. Hasil uji regresi membuktikan bahwa personal branding Ivan Gunawan berpengaruh positif dan signifikan terhadap minat beli, dengan dimensi power sebagai indikator yang paling dominan. Penelitian ini menegaskan bahwa personal branding brand ambassador memiliki peran penting dalam meningkatkan minat beli konsumen melalui media sosial. Kata kunci: Personal Branding, Brand Ambassador, Minat Beli, Media Sosial, Vibe.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44222010126
Uncontrolled Keywords: Personal Branding, Brand Ambassador, Minat Beli, Media Sosial, Vibe.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: khalimah
Date Deposited: 26 Feb 2026 03:19
Last Modified: 26 Feb 2026 03:19
URI: http://repository.mercubuana.ac.id/id/eprint/101165

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