ULFIE, NASYA SHALSABIEL (2025) PENGARUH STRAY KIDS SEBAGAI BRAND AMBASSADOR ULTRA MILK TERHADAP MINAT BELI PRODUK SUSU (Survey Pada Pengikut Akun Twitter @skfess). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (513kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB 1.pdf Restricted to Registered users only Download (376kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (291kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (399kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (767kB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (134kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (162kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (645kB) |
Abstract
The development of Brand Ambassadors in Indonesia began to develop with the existence of Korean Culture or the Korean Wave which has increasingly spread throughout the world, especially Indonesia. With increasingly rapid digital development, the number of fans of artists or music groups is also increasing, including in Indonesia the fan base of Korean artists or music groups is increasing greatly. Ultra Milk, a milk product brand in Indonesia, is one of the local brands that uses Brand Ambassadors from K-Pop idols, namely Stray Kids. This research aims to determine the influence and how much influence Stray Kids has as a Brand Ambassador on Interest in Buying Milk Products. This research uses the uses and effects theory which is relevant to what is wanted to be studied in this research, what effects will arise from seeing an advertisement. Variable X Brand Ambassador uses dimensions from Lea-Greenwood, while variable Y uses AIDA model indicators (Attention, Interest, Desire, Action). This research uses a quantitative approach with a positivism paradigm and sampling using purposive sampling. The population was taken from followers of the Twitter account @skfess. The data analysis techniques used are correlation coefficient test, coefficient of determination test, simple linear regression test, t test and f test. The results of this research show that there is a significant and positive influence between Brand Ambassador and Interest in Buying Milk Products. The results obtained were that Stray Kids as a Brand Ambassador had an influence of 56.2% on Interest in Buying Milk Products, while the remaining 43.8% was influenced by other things not examined by researchers. Keywords : Brand Ambassador, Purchase Interest, AIDA, K-Pop Perkembangan Brand Ambassador di Indonesia mulai berkembang dengan adanya Budaya Korea atau Korean Wave yang sudah semakin meluas ke berbagai dunia, terutama Indonesia. Dengan perkembangan digital yang semakin pesat, jumlah penggemar Artis atau Grup Musik pun semakin meningkat, termasuk di Indonesia basis penggemar Artis atau Grup Musik Korea sangat meningkat. Ultra Milk, brand produk susu di Indonesia menjadi salah satu brand lokal yang menggunakan Brand Ambassador dari idol K-Pop yaitu Stray Kids. Penelitian ini bertujuan untuk mengetahui pengaruh dan seberapa besar pengaruh Stray Kids sebagai Brand Ambassador terhadap Minat Beli Produk Susu. Penelitian ini menggunakan teori uses and effects yang mana relevan dengan apa yang ingin diteliti dalam penelitian ini, effects apa yang akan timbul dari melihat sebuah iklan. Variabel X Brand Ambassador menggunakan dimensi dari LeaGreenwood, sedangkan variabel Y menggunakan indikator model AIDA (Attention, Interest, Desire, Action). Penelitian ini menggunakan pendekatan kuantitatif dengan paradigma positivisme dan pengambilan sampel menggunakan purposive sampling. Populasi diambil dari pengikut akun Twiter @skfess. Teknik analisis data yang digunakan yaitu uji koefisien korelasi, uji koefisien determinasi, uji regresi linear sederhana, uji t dan uji f. Hasil dari penelitian ini menunjukkan terdapat pengaruh yang signifikan dan positif antara Brand Ambassador dan Minat Beli Produk Susu. Hasil yang didapatkan yaitu Stray Kids sebagai Brand Ambassador berpengaruh sebesar 56.2% terhadap Minat Beli Produk Susu, sedangkan sisanya sebanyak 43,8% dipengaruhi oleh hal lainnya yang tidak diteliti oleh peneliti. Kata Kunci : Brand Ambassador, Minat Beli, AIDA, K-Pop
Actions (login required)
 |
View Item |
