PENGARUH DEWI SANDRA SEBAGAI BRAND AMBASSADOR DALAM TVC “ WARDAH EXCLUSIVE MATTE LIP CREAM” TERHADAP MINAT BELI KONSUMEN (Survey Terhadap Warga Kelurahan Gondrong – Cipondoh)

SENTIA, DEVI (2019) PENGARUH DEWI SANDRA SEBAGAI BRAND AMBASSADOR DALAM TVC “ WARDAH EXCLUSIVE MATTE LIP CREAM” TERHADAP MINAT BELI KONSUMEN (Survey Terhadap Warga Kelurahan Gondrong – Cipondoh). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Skripsi ini membahas tentang Pengaruh Dewi Sandra Sebagai Brand Ambassador. Dalam TVC “Wardah Exclusive Matte Lip Cream” Terhadap Minat Beli Konsumen. Penelitian ini dilatarbelakangi masuknya Wardah dalam kategori lisptik di peringkat pertama dalah Top Brand Award. Penelitian ini bertujuan Untuk mengetahui pengaruh pengaruh Dewi Sandra sebagai Brand Ambassador dalam TVC “Wardah Exclusive Matte Lip Cream” terhadap minat beli konsumen. Pada penelitian ini menggunakan atribut brand ambassador VISCAP yaitu, Visibility, Credibility, Attraction,dan Power. Visibility adalah seberapa jauh popularitas seorang brand ambassador, Credibility adalah keahlian seorang brand ambassador, Attraction adalah tingkat disukai dan kemiripan dengan khalayak, Power adalah kekuatan seorang brand ambassador. Selain teori viscap penelitian ini juga menggunakan teori Hierarchy Effect Model, awareness- knowledge- likingpreference- conviction- purchase. Hasil penelitian menggunakan pendekatan kuantitatif dengan metode survey dengan teknik pengumpulan data jenis non probability sampling, ini menunjukkan nilai t hitung 6,855 lebih besar dari t tabel 1,65978. Hal tersebut menyatakan bahwa pada penenlitian ini H1 diterima. Yang menyatakan bahwa brand ambassador berpengaruh terhadap minat beli konsumen dengan nilai korelasi 0,560 yang berarti dua variabel memiliki hubungan yang cukup berarti, dengan nilai koefisien determasi sebesar 31% variabel minat beli dapat dijelaskan oleh variabel brand ambassador. Berdasarkan dari hasil penelitian ini, variabel yang paling berpengaruh sebesar 68,6% (72 responden yang didominasi pada variabel similarity. Dalam penelitian ini dapat disimpulkan bahwa ada pengaruh brand ambassador Dewi Sandra dalam TVC “Wardah Exclusive Matte Lip Cream” terhadap minat beli konsumen. Kata Kunci : Brand Ambassador, Minat Beli This research discuss about affect of Dewi Sandra as a brand ambassador in TVC “Wardah Exclusive Matte Lip Cream” to buying interest (Survey of Gondrong – Cipondoh Society) This research is motivated by Wardah's inclusion in the lyrical category in the first place in the Top Brand Award. This study aims to determine the effect of Dewi Sandra's influence as Brand Ambassador in TVC "Wardah Exclusive Matte Lip Cream" on consumer buying interest. In this study using VISCAP brand ambassador attributes namely, Visibility, Credibility, Attraction, and Power. Visibility is how far the popularity of a brand ambassador, Credibility is the expertise of a brand ambassador, Attraction is the level of liking and resemblance to the audience, Power is the power of a brand ambassador. In addition to the viscap theory, this study also uses the Hierarchy Effect Model theory, awarenessknowledge- liking-preference-conviction-purchase. The results of the study used a quantitative approach with a survey method with non probability sampling data collection techniques, this shows the value of t count 6.855 is greater than t table 1.65978. It states that in this research H1 was accepted. Which states that brand ambassadors affect consumer buying interest with a correlation value of 0.560, which means that two variables have a significant relationship, with a coefficient of determination of 31% the purchase interest variable can be explained by the brand ambassador variable. Based on the results of this study, the most influential variable was 68.6% (72 respondents who were dominated by similarity variables. Key Words: Brand Ambassador, Buying Interest

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 19 090
NIM/NIDN Creators: 44315010032
Uncontrolled Keywords: Brand Ambassador, Minat Beli
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.91 Influence of Physical Environment and Conditions/Pengaruh Lingkungan dan Kondisi Fisik
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.94 Influence of Community and Housing/Pengaruh Komunitas dan Perumahan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.96 Influence of Restrictive Environments/Pengaruh Lingkungan Perbatasan
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 14 Feb 2022 07:28
Last Modified: 16 Mar 2023 04:57
URI: http://repository.mercubuana.ac.id/id/eprint/55988

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