ARDIANSYAH, YUSUF (2024) EFEKTIVITAS WINDAH BASUDARA SEBAGAI BRAND AMBASADOR TEAM RRQ DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN JERSEY. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Brand ambassadors are individuals who become figures of a brand and are trusted to spread information about the brand products they market. Purchasing decisions can be measured by the level of effectiveness if it is effective then it can be continued again using the brand ambassador. The purpose of this study is the effectiveness of Windah Basudara as the brand ambassador of the RRQ team in increasing jersey purchasing decisions. The literature review used is marketing communication, promotion, advertising and brand ambassadors. This research is descriptive with a quantitative approach through survey. Researchers distributed questionnaires to Windah Basudara fans on twitter media @nocontextwindah and obtained 151 respondents with purposive sampling technique. The number of samples represents 151 thousand twitter followers @ nocontextwindah. The results of the research obtained regarding the effectiveness of Windah Basudara as the brand ambassador of the RRQ team in increasing jersey purchasing decisions according to Windah Basudara fans are effective as measured by the VisCap indicator. Keywords: Brand Ambassador, Marketing Communication, Windah Basudara, Espor 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 Efektivitas Windah Basudara sebagai brand ambassador team RRQ dalam meningkatatkan keputusan pembelian jersey. 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 fans Windah Basudara di media twitter @nocontextwindah dan mendapatkan sebanyak 151 responden dengan teknik purposive sampling. Jumlah sample tersebut mewakili 151 ribu pengikut twitter @ nocontextwindah. Hasil penelitian yang diperoleh mengenai Efektivitas Windah Basudara sebagai brand ambassador team RRQ dalam meningkatatkan keputusan pembelian jersey menurut para fans Windah Basudara adalah efektif diukur dengam indicator VisCap. Kata Kunci: Brand Ambasador, Marketing Komunikasi, Windah Basudara, Esport
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