PENGARUH BRAND AMBASSADOR DEDDY CORBUZIER PADA IKLAN YOUTUBE “BIBIT: APLIKASI TERBAIK INVESTASI OBLIGASI FR VERSI DEDDY CORBUZIER” TERHADAP MINAT BELI OBLIGASI OLEH GENERASI Z (Survei pada Profesional Muda Generasi Z Di Taman Galaxy Indah Kota Bekasi)

PUTRA, FAKHRI ANAMI (2025) PENGARUH BRAND AMBASSADOR DEDDY CORBUZIER PADA IKLAN YOUTUBE “BIBIT: APLIKASI TERBAIK INVESTASI OBLIGASI FR VERSI DEDDY CORBUZIER” TERHADAP MINAT BELI OBLIGASI OLEH GENERASI Z (Survei pada Profesional Muda Generasi Z Di Taman Galaxy Indah Kota Bekasi). S1 thesis, Universitas Mercu Buana-Menteng.

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Abstract

This research aims to determine the influence of brand ambassador Deddy Corbuzier on the YouTube advertisement "Bibit: Deddy Corbuzier's version of the Best FR Bond Investment Application" on generation Z's interest in buying bonds by conducting a survey of young professionals from generation Z in Taman Galaxy Indah, Municipality of Bekasi. Variable X is brand ambassador with dimensions using VisCAP theory (visibility, credibility, attraction and power). Variable Y is purchasing interest with dimensions of transactional interest, referential interest, preferential interest and exploratory interest. The research paradigm used is positivistic with a quantitative approach and survey methods. The population taken was the generation Z population who live in Taman Galaxy Indah, Municipality of Bekasi, totalling 434 people (as of 20 July 2024) and the sample for this study was 82 respondents. Questionnaires are used to obtain responses from respondents. Based on the research results, there is an influence of brand ambassador Deddy Corbuzier on generation Z's buying interest regarding FR bonds in the Bibit YouTube advertisement. The relationship between the brand ambassador variable and buying interest is 0.806 (very strong) with the contribution of variable X (brand ambassador) being 65.0% to variable Y (buying interest) and the remaining 35.0% being influenced by other variables. The conclusion of this research proves that the influence of brand ambassador Deddy Corbuzier on the YouTube advertisement "Bibit: Deddy Corbuzier's version of the Best FR Bond Investment Application" is relatively strong on the interest in buying FR bonds by generation Z. Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador Deddy Corbuzier pada iklan YouTube “Bibit: Aplikasi Terbaik Investasi Obligasi FR versi Deddy Corbuzier” terhadap minat beli obligasi oleh generasi Z dengan cara melakukan survei pada profesional muda generasi Z di Taman Galaxy Indah Kota Bekasi. Variabel X adalah brand ambassador dengan dimensi menggunakan teori VisCAP (visibility, credibility, attraction dan power). Variabel Y adalah minat beli dengan dimensi minat transaksional, minat referensial, minat preferensial dan minat eksploratif. Paradigma penelitian yang digunakan adalah positivistik dengan pendekatan kuantitatif dan metode survei. Populasi yang diambil adalah populasi generasi Z yang berdomisili di Taman Galaxy Indah Kota Bekasi sebanyak 434 orang (per 20 Juli 2024) dan sampel penelitian ini sebanyak 82 responden. Kuesioner digunakan untuk mendapatkan tanggapan dari responden. Berdasarkan hasil penelitian, terdapat pengaruh brand ambassador Deddy Corbuzier terhadap minat beli generasi Z berkaitan dengan obligasi FR dalam iklan YouTube Bibit tersebut. Hubungan antara variabel brand ambassador dengan minat beli ini sebesar 0,806 (sangat kuat) dengan kontribusi variabel X (brand ambassador) sebesar 65,0% terhadap variabel Y (minat beli) dan sisanya 35,0% dipengaruhi oleh variabel lainnya. Kesimpulan penelitian ini membuktikan bahwa pengaruh brand ambassador Deddy Corbuzier pada iklan YouTube “Bibit: Aplikasi Terbaik Investasi Obligasi FR versi Deddy Corbuzier” relatif kuat terhadap minat beli obligasi FR oleh generasi Z.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44320010046
Uncontrolled Keywords: brand ambassador, deddy corbuzier, minat beli, bibit, obligasi FR brand ambassador, deddy corbuzier, minat beli, bibit, obligasi FR
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: RAUL ANDIKA KURNIAWAN
Date Deposited: 08 Mar 2025 04:47
Last Modified: 08 Mar 2025 04:47
URI: http://repository.mercubuana.ac.id/id/eprint/94751

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