Rayhan, Rayhan (2025) PENGARUH BRAND AMBASSADOR OMAR ABDUL HAFIZ TERHADAP MINAT BELI PRODUK FASHION BRAND VON DUTCH (Survei pada followers Instagram @omarannas). S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Pengaruh brand ambassador merupakan salah satu strategi pemasaran yang berfungsi untuk meningkatkan minat beli pada konsumen. Penelitian ini memiliki tujuan penelitian untuk mengetahui seberapa besar pengaruh brand ambassador terhadap minat beli yang lakukan oleh di Von Dutch. Brand ambassador merupakan salah satu pemasaran yang menggunakan influencer untuk memasarkan produk yang ingin di pasarkan. Brand ambssador sendiri biasanya dipilih oleh brand yang ingin menggunakan jasanya yang memiliki visi dan misi yang hampir sama dengan brand tersebut. Penelitian ini merupakan penelitian kuantitatif menggunakan probability sampling dengan jenis simple random sampling. Sampel yang akan diambil adalah followers Instagram @omarannas yang seusai dengan kriteria yang sudah ditentukan oleh peneliti. Hasil penelitian menunjukan tingkat hubungan korelasi antara brand ambassador dengan minat beli miliki tingkat korelasi yang sangat tinggi karena berada di angka 0,928, korelasi brand ambassador dengan minat beli sanggat tinggi. nilai probabilitas signifikansi sebesar 0.001 < 0.05 dan nilai t hitung sebesar 32,061 > 1,660 (t tabel) sehingga dapat disimpulkan bahwa Ho ditolak dan Ha diterima yang artinya Brand ambassador berpengaruh positif dan signifikan terhadap Minat Beli. pada uji koefisien determinasi menghasilkan nilai R square (R2) sebesar 0,729 atau 72,9% sehingga dapat disimpulkan bahwa variabel X mempengaruhi variabel Y sebesar 72,9% dan sisanya sebesar 27,1% dipengaruhi oleh faktor lain di luar Brand Ambassador yang tidak diteliti pada penelitian ini. The influence of brand ambassadors is one of the marketing strategies that functions to increase consumer purchasing interest. This study aims to determine how much influence brand ambassadors have on purchasing interest carried out by Von Dutch. Brand ambassadors are one of the marketing methods that use influencers to market products that they want to market. Brand ambassadors themselves are usually chosen by brands that want to use their services that have a vision and mission that is almost the same as the brand This Research is a quantitative study using probability sampling with a simple random sampling type. The sample to be taken is Instagram followers @omarannas who meet the criteria determined by the researcher. The results of the study show that the level of correlation between brand ambassadors and purchasing interest has a very high correlation level because it is at 0.928, the correlation between brand ambassadors and purchasing interest is very high. the probability significance value is 0.001 <0.05 and the t-count value is 32.061> 1.660 (t table) so it can be concluded that Ho is rejected and Ha is accepted, which means that brand ambassadors have a positive and significant effect on purchasing interest. In the determination coefficient test, the R square (R2) value was 0.729 or 72.9%, so it can be concluded that variable X influences variable Y by 72.9% and the remaining 27.1% is influenced by other factors outside of Brand Ambassador which were not examined in this study.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44321010089 |
| Uncontrolled Keywords: | Brand Ambassador, Minat Beli, Produk Fashion, Von Dutch, Followers Brand Ambassador, purchase interest, Fashion Products, Von Dutch, Instagram |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | FHADHILAH SHAFA ARISTA |
| Date Deposited: | 03 Feb 2025 05:00 |
| Last Modified: | 03 Feb 2025 05:00 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/93848 |
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