RAHAYU, WIWID NOVITA (2022) ANALISIS PENGARUH GRUP K-POP BTS SEBAGAI BRAND AMBASSADOR TOKOPEDIA TERHADAP MINAT BELI KONSUMEN ( Survey Pada Penggemar BTS Di Instagram @armybaseina ). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study discusses the effect of using the BTS K-pop group Brand Ambassador in e-commerce Tokopedia on consumer buying interest. There are four indicators from the Brand Ambassador, namely Visibility, Credibility, Attraction, and Power. Meanwhile, for consumer buying interest, there are four indicators that study the AIDDA theory, namely Attention, Interest, Desire, and Decision. This study uses a descriptive type with a quantitative approach. The method used is a survey method with a population of 26,600 people and a total sampling of 100 respondents among BTS fans on Instagram @armybaseina. The results of this study indicate that using the Brand Ambassador as a commercial advertising model in influencing the desire to buy products sold on ecommerce Tokopedia has a percentage of 82.5% with the "Credibility" dimension which gets the highest result of 25.3% and the rest is 17.5% is influenced by other factors not examined. The conclusion is that the use of the K-pop BTS group as a Brand Ambassador in influencing consumer buying interest is influential. Keyword : Brand Ambassador, Buying Interest, Tokopedia. Penelitian ini membahas mengenai pengaruh penggunaan Brand Ambassador grup K-pop BTS di e-commerce Tokopedia terhadap minat beli konsumen. Terdapat empat indikator dari Brand Ambassador yaitu Visibility, Credibility, Attraction, dan Power. Sedangkan untuk minat beli konsumen terdapat empat indikator yang mendalami pada teori AIDDA yaitu Attention, Interest, Desire, dan Decision. Penelitian ini menggunakan tipe deskriptif dengan pendekatan kuantitatif. Metode yang digunakan adalah metode survey dengan jumlah populasi 26.600 orang dan total penarikan sampling sebanyak 100 orang responden dikalangan penggemar BTS di Instagram @armybaseina. Hasil penelitian ini menunjukkan bahwa dengan menggunakan Brand Ambassador sebagai model iklan komersial dalam mempengaruhi keinginan untuk membeli produk yang dijual di e-commerce Tokopedia memiliki persentase sebesar 82,5% dengan dimensi “Credibility” yang mendapatkan hasil tertinggi sebesar 25,3% dan selebihnya sebesar 17,5% dipengaruhi oleh faktor lain yang tidak diteliti. Kesimpulannya ialah penggunaan grup K-pop BTS sebagai Brand Ambassador dalam mempengaruhi minat beli konsumen adalah berpengaruh. Kata kunci: Brand Ambassador, Minat Beli, Tokopedia.
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