PENGARUH BRAND AMBASSADOR ABE CEKUT TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU ULTRA MIMI (Survey pada Followers TikTok @abe_daily)

NOVIANTY, SHENDY (2025) PENGARUH BRAND AMBASSADOR ABE CEKUT TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU ULTRA MIMI (Survey pada Followers TikTok @abe_daily). S1 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HAL COVER) 01 COVER.pdf Download (395kB) | Preview
	Text (BAB I) 02 BAB 1.pdf Restricted to Registered users only Download (189kB)
	Text (BAB II) 03 BAB 2.pdf Restricted to Registered users only Download (269kB)
	Text (BAB III) 04 BAB 3.pdf Restricted to Registered users only Download (300kB)
	Text (BAB IV) 05 BAB 4.pdf Restricted to Registered users only Download (471kB)
	Text (BAB V) 06 BAB 5.pdf Restricted to Registered users only Download (37kB)
	Text (DAFTAR PUSTAKA) 07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (103kB)
	Text (LAMPIRAN) 08 LAMPIRAN.pdf Restricted to Registered users only Download (685kB)

Abstract

The development of technology and social media, especially TikTok, has brought major changes to the world of marketing. The use of social media as a promotional tool, involving brand ambassadors, is increasingly becoming a popular strategy for companies in building brand image and influencing consumer purchasing decisions. This research aims to analyze the influence of brand ambassador Abe Cekut on purchasing decisions for Ultra Mimi products by utilizing the TikTok platform as the main promotional media. The method used in this research is a survey. The theory used is Public Relations (PR) theory, especially the Two-Way Symmetric Communication model developed by James E. Grunig, which emphasizes the importance of interactive communication between companies and the public. The research results showed that brand ambassadors contributed 49.2% to the decision to purchase Ultra Mimi products. Although Abe Cekut's influence is significant in increasing consumer awareness and interest, there are other factors, such as price and product quality, that also influence purchasing decisions . Keywords: Brand Ambassador, TikTok, Purchasing Decision, Digital Marketing Strategy Perkembangan teknologi dan media sosial, khususnya TikTok, telah membawa perubahan besar dalam dunia pemasaran. Penggunaan media sosial sebagai alat promosi, dengan melibatkan brand ambassador, semakin menjadi strategi yang populer bagi perusahaan dalam membangun citra merek dan memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador Abe Cekut terhadap keputusan pembelian produk Ultra Mimi, dengan memanfaatkan platform TikTok sebagai media utama promosi. Metode yang digunakan dalam penelitian ini adalah survei. Teori yang digunakan adalah teori Public Relations (PR), khususnya model Two-Way Symmetric Communication yang dikembangkan oleh James E. Grunig, yang menekankan pentingnya komunikasi interaktif antara perusahaan dan publik. Hasil penelitian menunjukkan bahwa brand ambassador memiliki kontribusi sebesar 49,2% terhadap keputusan pembelian produk Ultra Mimi. Meskipun pengaruh Abe Cekut signifikan dalam meningkatkan kesadaran dan ketertarikan konsumen, terdapat faktor lain, seperti harga dan kualitas produk, yang turut memengaruhi keputusan pembelian. Kata Kunci: Brand Ambassador, TikTok, Keputusan Pembelian, Strategi Pemasaran Digital

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 25 065
NIM/NIDN Creators:	44221010033
Uncontrolled Keywords:	Brand Ambassador, TikTok, Keputusan Pembelian, Strategi Pemasaran Digital
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 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan 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 > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	26 Feb 2025 03:28
Last Modified:	26 Feb 2025 03:28
URI:	http://repository.mercubuana.ac.id/id/eprint/94447

Actions (login required)

View Item