PENGARUH BRAND AMBASSADOR AZARINE COSMETIC RED VELVET TERHADAP MINAT BELI PRODUK MAKEUP SERIES (Survey pada followers Instagram @azarinecosmeticofficial)

KHAIRUNNISA, AFIFAH ZAHRAH (2025) PENGARUH BRAND AMBASSADOR AZARINE COSMETIC RED VELVET TERHADAP MINAT BELI PRODUK MAKEUP SERIES (Survey pada followers Instagram @azarinecosmeticofficial). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The development of information and communication technology has created tight competition in the local beauty industry in attracting consumer attention through digital marketing, especially by utilizing the popularity of K-pop. Azarine Cosmetic is one of the local brands that uses the K-pop group Red Velvet as a Brand Ambassador to promote Makeup Series products. This study aims to determine the influence and analyze how much influence the brand ambassador has on Azarine consumers' purchasing interest. This study uses a digital marketing theory that is relevant to Azarine which markets through Instagram. The variable x brand ambassador uses dimensions from the VisCAP theory (visibility, credibility, attraction and power). While the variable y purchase interest uses transactional, referential, preferential and explorative interest indicators. This study uses a quantitative approach with a positivism paradigm and sampling using purposive sampling. The population was taken from Instagram followers @azarinecosmeticofficial. The data analysis techniques used were descriptive statistical tests, normality tests, correlation coefficient tests, determination coefficient tests, simple linear regression tests and t-tests. The results of this study indicate that there is a positive and significant influence between brand ambassadors and purchasing interest in makeup series products. In addition, Red Velvet as a brand ambassador has an influence of 28.4% on the purchase interest of Makeup Series Products, while the remaining 71.6% is influenced by other things that were not studied by the author. Keywords: Brand Ambassador, Purchase Interest, Digital Marketing, Instagram Perkembangan teknologi informasi dan komunikasi membuat persaingan ketat di industri kecantikan lokal dalam menarik perhatian konsumen melalui pemasaran digital, khususnya dengan memanfaatkan popularitas K-pop. Azarine Cosmetic termasuk salah satu brand lokal yang menggunakan grup Kpop Red Velvet sebagai Brand Ambassador untuk mempromosikan produk Makeup Series. Penelitian ini bertujuan untuk mengetahui pengaruh dan menganalisis seberapa besar pengaruh brand ambassador terhadap minat beli konsumen Azarine. Penelitian ini menggunakan teori pemasaran digital yang relevan dengan Azarine yang melakukan pemasaran melalui Instagram. Variabel x brand ambassador menggunakan dimensi dari teori VisCAP (visibility, credibility, attraction dan power). Sedangkan variabel y minat beli menggunakan indikator minat transaksional, referensial, preferensial dan eksploratif. Penelitian ini menggunakan pendekatan kuantitatif dengan paradigma positivisme dan pengambilan sampel menggunakan purposive sampling. Populasi diambil dari followers Instagram @azarinecosmeticofficial. Teknik analisis data yang digunakan yaitu uji statistik deskriptif, uji normalitas, uji koefisien korelasi, uji koefisien determinasi, uji regresi linear sederhana dan uji t. Hasil dari penelitian ini menunjukkan terdapat pengaruh positif dan signifikan antara brand ambassador terhadap minat beli produk makeup series. Selain itu, Red Velvet sebagai brand ambassador berpengaruh sebesar 28,4% terhadap minat beli Produk Makeup Series, sedangkan sisanya 71,6% dipengaruhi oleh hal lainnya yang tidak diteliti oleh penulis. Kata Kunci: Brand Ambassador, Minat Beli, Pemasaran Digital, Instagram

Item Type:	Thesis (S1)
Call Number CD:	FK/PKP. 25 006
NIM/NIDN Creators:	44321010067
Uncontrolled Keywords:	Brand Ambassador, Minat Beli, Pemasaran Digital, Instagram
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 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli 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 900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions:	Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User:	khalimah
Date Deposited:	22 Jan 2025 08:59
Last Modified:	22 Jan 2025 08:59
URI:	http://repository.mercubuana.ac.id/id/eprint/93700

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