PENGARUH KLUB SEPAKBOLA PERSIJA JAKARTA SEBAGAI BRAND AMBASSADOR PRODUK SPECS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Survei Pada Followers Instagram @persijajkt)

SETIAWAN, ALDI GILANG (2020) PENGARUH KLUB SEPAKBOLA PERSIJA JAKARTA SEBAGAI BRAND AMBASSADOR PRODUK SPECS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Survei Pada Followers Instagram @persijajkt). S1 thesis, Universitas Mercu Buana.

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Abstract

The purpose of this study was to determine how the influence of the Persija Jakarta football club as a brand ambassador of product specs on purchasing decisions made by Instagram followers @persijajkt. In this study, the theory used in this study is AIDA Theory as an abbreviation of attention, interest, desire, and action. This study uses the Brand Ambassador (appeal, trust and expertise) from the Viscap model developed by Ohanian in Royan and Purchasing Decisions (introduction of needs, information seeking, and purchasing decisions) from Kotler. This type of research is an explanative research type with a quantitative approach. The research method used was a survey method. Researchers collect data primarily by distributing questionnaires to respondents of 100 respondents. This research was conducted with data collection techniques, namely simple random sampling technique. Respondents from this study are followers of @persijajkt From the results of this study, it was concluded that there was an effect of the use of the Persija Jakarta Brand Ambassador on Purchasing Decisions, namely 77.1% Keywords: Brand ambassadors, Purchasing Decisions, Sports Products Tujuan penelitian ini adalah untuk mengetahui bagaimana pengaruh klub sepakbola persija jakarta sebagai brand ambassador produk specs terhadap keputusan pembelian yang dilakukan oleh followers instagram @persijajkt. Dalam penelitian ini, teori yang digunakan dalam penelitian ini yaitu Teori AIDA sebagai singkatan dari attention, interest, desire, dan action. Penelitian ini menggunakan Brand Ambassador (daya tarik, kepercayaan dan keahlian) dari model Viscap yang dikembangkan Ohanian dalam Royan dan Keputusan Pembelian (pengenalan kebutuhan, pencarian informasi, dan keputusan pembelian) dari Kotler. Jenis penelitian yang digunakan adalah tipe penelitian eksplanatif dengan pendekatan kuantitatif . Metode penelitian yang digunakan adalah metode survey. Peneliti mengumpulkan data secara primer yaitu menyebarkan kuesioner kepada responden sebanyak 100 responden. Penelitian ini dilakukan dengan teknik pengumpulan data yaitu teknik simple random sampling . Responden dari penelitian ini adalah followers @persijajkt Dari hasil penelitian ini diperoleh kesimpulan bahwa Terdapat Pengaruh penggunaan Brand Ambassador Persija Jakarta terhadap Keputusan Pembelian yaitu sebesar 77,1% Kata Kunci: Brand ambassador, Keputusan Pembelian, Produk Olahraga.

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 20 050
NIM/NIDN Creators: 44316010020
Uncontrolled Keywords: Brand ambassador, Keputusan Pembelian, Produk Olahraga.
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
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 796 Athletic and Outdoor Sports/Atletik dan Olah Raga Luar Ruangan > 796.3 Ball Games/Permainan Bola
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 18 May 2022 02:44
Last Modified: 11 Feb 2023 06:39
URI: http://repository.mercubuana.ac.id/id/eprint/61222

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