EFEKTIVITAS BRAND AMBASSADOR PADA CAMPAIGN NU GREEN TEA X NCT 127 DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN (Survey Pada Fans K-pop di Instagram @TayeongProject)

RAMADHANIAR, DESTIYANA (2021) EFEKTIVITAS BRAND AMBASSADOR PADA CAMPAIGN NU GREEN TEA X NCT 127 DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN (Survey Pada Fans K-pop di Instagram @TayeongProject). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Brand ambassador merupakan individu yang menjadi figure suatu brand dan dipercaya menyebarkan informasi mengenai produk brand yang mereka pasarkan. Keputusan pembelian dapat diukur tingkat efektifitasnya apabila efektif maka dapat diteruskan kembali menggunakan brand ambassador tersebut. Tujuan dari penelitian ini untuk mengetahui efektivitas brand ambassador pada campaign Nu Green Tea x NCT 127 dalam meningkatkan keputusan pembelian. Tinjauan Pustaka yang digunakan adalah komunikasi pemasaran, promosi, iklan dan brand ambassador. Penelitian ini bersifat deskriptif dengan pendekatan secara kuantitatif melalui survey. Peneliti menyebarkan kuesioner kepada komunitas atau fans k- pop (kpopers) di Instagram @TaeyongProject dan mendapatkan sebanyak 122 responden dengan teknik purposive sampling. Jumlah sample tersebut mewakili 4216 followers Instagram @TaeyongProject. Hasil penelitian yang diperoleh mengenai efektivitas brand ambassador pada campaign Nu Green Tea x NCT 127 dalam meningkatkan keputusan pembelian menurut para fans kpop adalah sangat efektif diukur dengam indicator VisCap. ==== Brand ambassadors are individuals who become figures of a brand and are trusted to disseminate information about the brand products they marketed. Purchasing decisions can be measured by the level of effectiveness, if it is effective then it can be continued using the brand ambassador itself. The purpose of this study was to determine the effectiveness of brand ambassadors in the Nu Green Tea x NCT 127 campaign in improving purchasing decisions. Literature Review used are marketing communications, promotions, advertisements and brand ambassadors. This research is descriptive with a quantitative approach through surveys. Researchers distributed questionnaires to the community or k-pop fans (kpopers) on Instagram @TaeyongProject and got 122 respondents using purposive sampling technique. The number of samples represents 4216 Instagram followers of @TaeyongProject as the total population. The results obtained regarding the effectiveness of brand ambassadors in the Nu Green Tea x NCT 127 campaign in improving purchasing decisions according to kpop fans are very effective as measured by the VisCap indicator.

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