PENGARUH BRAND AMBASSADOR NASYA MARCELLA DI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK EMINA KOSMETIK (Survey Pada Followers Akun Instagram @vaprilia23)

APRILIA, VIA (2020) PENGARUH BRAND AMBASSADOR NASYA MARCELLA DI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK EMINA KOSMETIK (Survey Pada Followers Akun Instagram @vaprilia23). S1 thesis, Universitas Mercu Buana.

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Abstract

A brand ambassador or commonly called a brand ambassador is someone who is used by a company as a promotional media tool to influence consumers, attract consumer attention, and change consumer behavior. Generally, brand ambassadors / brand ambassadors come from famous people / artists. This was chosen because it makes it easier for companies to attract potential customers. The purpose of this study was to determine the influence of Brand Ambassador Nasya Marcella on Instagram social media on purchasing decisions for Emina Cosmetics products (Survey on followers of the @ vaprila23 Instagram account). The main theories that researchers use for the brand ambassador variable are Lea-Greenwoods theory and the purchasing decision variable theory of Philip Kotler and Kevin Lane Keller. This research is a quantitative type in which the results of the study are numbers with a positivism paradigm with an explanatory type. This study uses a probability random sampling technique with an online questionnaire survey method to 86 samples from Instagram @ vaprilia23 followers. The study produced variable brand ambassadors with purchasing decisions having a very strong relationship with an R value of 0.792 with the level obtained in the level of 0.60.0.799 with a strong relationship level. And the value of R2 is 0.627 (62.7%) and produces 62.7% of purchasing decisions influenced by brand ambassadors and 37.3% is dominated by faktors that are not researched by the researchers in this study. Keywords: Brand Ambasador, Consumer Behavior, Buying Decision Brand ambassador atau biasa disebut dengan duta merek merupakan seseorang yang di gunakan oleh sebuah perusahan sebagai alat media promosi untuk mempengaruhi konsumen, menarik perhatian konsumen, dan mengubah perilaku konsumen. Umumnya duta merek / brand ambassador berasal dari kalangan orang terkenal/artis. Hal ini di pilih dikarenakan agar lebih memudahkan perusahaan untuk menarik calon konsumen. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Brand Ambassador Nasya Marcella di media sosial Instagram terhadap keputusan pembelian pada produk Emina Kosmetik (Survey pada followers akun instagram @vaprila23). Teori utama yang peneliti gunakan untuk variable brand ambassador teori Lea-Greenwoods dan variable keputusan pembelian teori Philip Kotler and Kevin Lane Keller. Penelitian ini merupakan jenis kuantitatif dimana hasil penelitiannya berupa angka dengan paradigma positivisme dan tipe eksplanatif. Penelitian ini menggunakan teknik probabilitas random sampling dengan metode survey kuisioner secara online kepada 86 sampel dari followers Akun Instagram @vaprilia23. Penelitian menghasilkan variable brand ambassador dengan keputusan pembelian memiliki hubungan yang sangat kuat dengan nilai R 0,792 dengan level yang diperoleh dalam level 0,60-0,799 dengan tingkat hubungan kuat. Serta nilai dari pada R2 adalah 0,627 (62,7%) dan menghasilkan 62,7% keputusan pembelian di pengaruhi oleh brand ambassador dan 37,3% didominasi oleh faktor yang yang tidak peneliti teliti dalam penelitian ini. Kata Kunci: Brand Ambasador, Perilaku Konsumen, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FK.PKP. 20 007
Call Number: SK/43/21/023
NIM/NIDN Creators: 44315120002
Uncontrolled Keywords: Brand Ambasador, Perilaku Konsumen, Keputusan Pembelian
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
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
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
600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya > 668.5 Parfumes and Cosmetics/Teknologi Parfum, Minyak Wangi dan Kosmetik
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 17 May 2022 03:33
Last Modified: 08 Feb 2023 07:44
URI: http://repository.mercubuana.ac.id/id/eprint/61159

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