HAYI, SITI ADILA (2020) PENGARUH BRAND AMBASSADOR “BLACKPINK” E�COMMERCE SHOPEE DI IKLAN VISUAL TERHADAP KEPUTUSAN PEMBELIAN (Survei Terhadap Wanita Generasi Z Umur 15-25 Tahun Di Jakarta Barat). S1 thesis, Universitas Mercu Buana.
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Abstract
This thesis discusses the influence of "Blackpink" E-Commerce Shopee Brand Ambassadors in Visual Advertising on Purchasing Decisions (Survey of Generation Z Ladies Age 15-25 Years in West Jakarta). The development of the increasingly advanced world of advertising requires each brand to appeal to its advertisements by creating excellence and uniqueness to attract consumers to make purchases. So that advertising is easy for people to remember, various factors, such as brand ambassadors, are needed. To attract consumers to buy the products that Shopee sells using Blackpink brand ambassadors which he does vigorously in visual advertisements such as television and YouTube social media. This study aims to analyze the influence of Blackpink Shopee brand ambassador e-commerce in visual advertising on purchasing decisions in generation Z women in West Jakarta. This research uses a quantitative approach with the method used is a survey method, with sampling techniques using Nonprobability Sampling. This study shows the value of t arithmetic obtained is t arithmetic (9,284)> t table (1,660) then Ho is rejected, which means brand ambassador has a significant effect on purchasing decisions with a correlation value of 0.684 which means shows a strong relationship between two variables, and with the coefficient of determination amounted to 46.8%. From this study it can be concluded that there is an influence of the use of the brand ambassador of Blackpink e-Commerce Shopee in visual advertising on purchasing decisions. Keywords: Shopee, Brand Ambassador, Purchasing Decision Skripsi ini membahas tentang Pengaruh Brand Ambassador “Blackpink” E�Commerce Shopee Di Iklan Visual Terhadap Keputusan Pembelian (Survei Terhadap Wanita Generasi Z Umur 15-25 Tahun Di Jakarta Barat). Perkembangan dunia periklanan (advertising) yang semakin maju mengharuskan setiap brand untuk memberikan daya tarik terhadap iklannya dengan memunculkan keunggulan serta keunikan untuk menarik konsumen agar melakukan pembelian. Agar iklan mudah diingat oleh masyarakat maka dibutuhkan berbagai faktor, misalnya brand ambassador. Untuk menarik konsumen dalam membeli produk yang dijualnya Shopee menggunakan brand ambassador Blackpink yang ia lakukan secara gencar di iklan visual seperti televisi dan juga social media YouTube. Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador Blackpink e-commerce Shopee di iklan visual terhadap keputusan pembelian pada wanita generasi Z di Jakarta Barat. Penelitian ini menggunakan pendekatan kuantitatif dengan metode yang digunakan adalah metode survei, dengan teknik penarikan sampel menggunakan Nonprobability Sampling. Penelitian ini menunjukkan nilai t hitung yang diperoleh yaitu t hitung ( 9,284) > t tabel (1,660) maka Ho ditolak yang artinya brand ambassador berpengaruh signifikan terhadap keputusan pembelian dengan nilai korelasi 0,684 yang berarti menunujukkan hubungan kuat antara dua variabel, dan dengan nilai koefisien determinasi sebesar 46,8%. Dari penelitian ini dapat disimpulkan bahwa terdapat pengaruh penggunaan brand ambassador Blackpink e-Commerce Shopee di iklan visual terhadap keputusan pembelian. Kata Kunci : Shopee, Brand Ambassador, Keputusan Pembelian
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