MUFFAISZIN, MUHAMMAD (2024) PENGARUH BRAND AMBASADOR MAS JUNED KENWOOD TERHADAP KEPUTUSAN PEMBELIAN JAMU MERPATI RJB DI KALANGAN PEMAIN MERPATI KOLONG BEBAS LAPAK KPK (KOLONG PACUAN KUDA). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to analyze the influence of brand ambassador Mas Juned Kenwood on purchasing decisions for Jamu Merpati RJB among pigeon players under the KPK (Kolong Pacuan Kuda) stall. In this research, the Mas Juned Kenwood brand ambassador is considered an important element in influencing consumer behavior, especially in the context of niche markets such as pigeon players. The research method used was a quantitative survey with data collection through questionnaires distributed to pigeon players in the KPK area. The data obtained was analyzed using regression analysis techniques to measure the strength and direction of the relationship between the presence of a brand ambassador and the decision to purchase pigeon herbal products. It is hoped that the research results will provide insight into the effectiveness of marketing strategies involving brand ambassadors and their contribution to increasing sales of specific products in clearly segmented market segments. It is hoped that the findings from this research can be used by companies in formulating more effective marketing strategies to reach the desired target market. This research uses a quantitative approach with the method used is a survey method, with a sampling technique using probability sampling. This research shows that the calculated t value obtained is 19.031 which is greater than the t table 1.66055. This states that in this study H1 was accepted. Which states that the Brand Ambassador on Instagram influences purchasing decisions with a correlation value of 0.843, which means that the two variables have a strong relationship, with a coefficient of determination value of 84.3%. From this research it can be concluded that there is an influence of Brand Ambassador Mas Juned Kenwood on the decision to purchase Jamu Merpati RJB. Keywords: Jamu Merpati RJB, Brand Ambassador, Purchase Decision. Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador Mas Juned Kenwood terhadap keputusan pembelian Jamu Merpati RJB di kalangan pemain merpati kolong bebas lapak KPK (Kolong Pacuan Kuda). Dalam penelitian ini, brand ambassador Mas Juned Kenwood dianggap sebagai elemen penting dalam mempengaruhi perilaku konsumen, khususnya dalam konteks pasar niche seperti pemain merpati kolong. Metode penelitian yang digunakan adalah survei kuantitatif dengan pengumpulan data melalui kuesioner yang disebarkan kepada pemain merpati di area KPK. Data yang diperoleh dianalisis menggunakan teknik analisis regresi untuk mengukur kekuatan dan arah hubungan antara kehadiran brand ambassador dan keputusan pembelian produk jamu merpati. Hasil penelitian diharapkan dapat memberikan wawasan tentang efektivitas strategi pemasaran yang melibatkan brand ambassador serta kontribusinya terhadap peningkatan penjualan produk spesifik dalam segmen pasar yang tersegmentasi dengan jelas. Temuan dari penelitian ini diharapkan dapat digunakan oleh pihak perusahaan dalam merumuskan strategi pemasaran yang lebih efektif untuk mencapai target pasar yang diinginkan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode yang digunakan adalah metode survei, dengan teknik pengambilan sampel menggunakan probability sampling. Penelitian ini menunjukan nilai t hitung yang diperoleh sebesar 19,031 lebih besar dari t table 1.66055. Hal tersebut menyatakan bahwa pada penelitian ini H1 diterima. Yang menyatakan bahwa Brand Ambasador Mas Juned Kenwood berpengaruh terhadap Keputusan Pembelian dengan nilai korelasi 0,843 yang berarti antara dua variabel memiliki hubungan yang kuat, dengan nilai koefisien determinasi sebesar 84,3%. Dari penelitian ini dapat disimpulkan bahwa ada pengaruh Brand Ambasador Mas Juned Kenwood terhadap keputusan pembelian sepatu vans. Kata Kunci: Jamu Merpati RJB, Brand Ambasador, Keputusan Pembelian.
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