LIYANTI, SHOFIA (2025) PENGARUH BRAND AMBASSADOR VIDI ALDIANO TERHADAP MINAT BELI SOMETHINC (Survey Pada Followers Instagram @somethinc). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 Cover.pdf Download (620kB) | 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 (232kB) |
|
|
Text (BAB II)
03 Bab 2.pdf Restricted to Registered users only Download (756kB) |
|
|
Text (BAB III)
04 Bab 3.pdf Restricted to Registered users only Download (414kB) |
|
|
Text (BAB IV)
05 Bab 4.pdf Restricted to Registered users only Download (642kB) |
|
|
Text (BAB V)
06 Bab 5.pdf Restricted to Registered users only Download (104kB) |
|
|
Text (DAFTAR PUSTAKA)
07 Daftar Pustaka.pdf Restricted to Registered users only Download (149kB) |
|
|
Text (LAMPIRAN)
08 Lampiran.pdf Restricted to Registered users only Download (1MB) |
Abstract
This study is conducted to assess the effect of Brand Ambassador Vidi Aldiano towards the purchase interest of Somethinc’s products. This survey was conducted using a quantitative research design where data was collected from followers of Somethinc’s Instagram page (@somethincofficial), with a sample population of 100 followers. The sampling method chose for this research was nonprobability sampling, with the implementation of purposive sampling using Slovin’s formula. A questionnaire was provided to obtain information from the participants. The data acquired was analyzed using correlation coefficient analysis, coefficient of determination, simple linear regression analysis, and T test. The Vidi Aldiano's usage as Brand Ambassador has strong relationship with purchase interest in Somethinc, brands correlatively value is 0.635. The Aldiano effect on purchase interest is 53%, and others accounted for remaining 47%. In hypothesis test by means of T-test, significance value is 0.001 < 0.05 and t = 10.515 > 1.984 (t-table), confirmed that H₀ is rejected and accepted Hₐ. It can, therefore, be deduced that Vidi Aldiano tends to serve as a Brand Ambassador and has a considerable effect on purchase interest toward Somethinc. According to S-O-R (Stimulus-Organism-Response) theory analysis, Vidi Aldiano serves Instagram content as a stimulus (S) which the audience processes (O) and leads to multiple responses such as engagement, comments, and eventually purchasing the item (R). So, through Vidi Aldiano's work as brand ambassador, he certainly assists in the development of purchase interest in Somethinc products advertising in Instagram. Keywords: Communication Strategy, Celebrity Endorser, Buying Behavior, Vidi Aldiano, Somethinc. Penelitian ini bertujuan untuk mengukur dan menjelaskan pengaruh Brand Ambassador Vidi Aldiano terhadap minat beli Somethinc. Metode yang digunakan pada penelitian ini adalah penelitian kuantitatif dengan metode survei kepada followers akun sosial media Instagram Somethinc @somethincofficial, diambil sampel sebanyak 100 orang. Teknik penarikan sampel menggunakan teknik sampling non-probability dengan jenis teknik purposive sampling dan menggunakan rumus Slovin. Teknik pengumpulan data yang digunakan adalah kuesioner. Teknik analisis data yang digunakan adalah analisis koefisien korelasi, koefisien determinasi, analisis regresi linier sederhana dan uji T. Hasil penelitian ini menunjukkan bahwa Vidi Aldiano sebagai Brand Ambassador memiliki tingkat hubungan yang kuat terhadap minat beli Somethinc, dengan nilai koefisien korelasi sebesar 0.635. Keberadaan Vidi Aldiano sebagai Brand Ambassador memberikan pengaruh sebesar 53% terhadap minat beli Somethinc, sementara 47% dipengaruhi oleh faktor lain. Pada hasil uji hipotesis menggunakan uji T, ditemukan bahwa nilai signifikasi sebesar 0.001 < 0.05 dan nilai t hitung sebesar 10,515 > 1.984 (t tabel), sehingga dapat di katakan Hipotesis nol (Ho) ditolak dan Hipotesis alternatif (Ha) diterima. Dengan demikian, dapat disimpulkan bahwa kehadiran Vidi Aldiano sebagai Brand Ambassador memiliki pengaruh signifikan terhadap minat beli Somethinc. Analisis berdasarkan teori S-O-R (Stimulus-Organism-Response) menunjukkan bahwa Brand Ambassador Vidi Aldianoberperan sebagai stimulus (S) yang disebarkan melalui konten di Instagram, kemudian diolah oleh audiens (O), yang akhirnya merespons dengan berbagai bentuk interaksi seperti menyukai, mengomentari, dan membeli produk (R). Dengan demikian, dapat disimpulkan bahwa Brand Ambassador Vidi Aldiano memiliki peran penting dalam meningkatkan minat beli produk Somethinc di Instagram. Kata Kunci: Brand Ambassador, Minat Beli, Vidi Aldiano, Instagram, Somethinc.
Actions (login required)
 |
View Item |
