ANALISIS PENGARUH BRAND AMBASSADOR, KONTEN INSTAGRAM, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KAHF

FIKRI, FAHRUL (2025) ANALISIS PENGARUH BRAND AMBASSADOR, KONTEN INSTAGRAM, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KAHF. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Based on the phenomenon where modern men begin to pay attention to their appearance not only through the clothes they wear but also through their health and cleanliness of body parts such as the face. The proliferation of various skincare products endorsed by male celebrities and the rapid dissemination of information are also contributing factors. The researcher has conducted a pre-survey by distributing questionnaires to study Kahf products and identified several factors that influence purchasing decisions, namely Brand Ambassador, Instagram Content, and Brand Image. The purpose of this study is to analyze the influence of Brand Ambassador (X1), Instagram Content (X2), and Brand Image (X3) on the purchasing decisions (Y) of Kahf products. The research method used is quantitative with Non-Probability Sampling techniques and purposive sampling for sample collection. The obtained sample includes male Instagram users. Keywords: Brand Ambassador, Instagram Content, Brand Image, Purchasing Decision, Men's Skincare Berlatar belakang pada fenomena di mana pria masa kini mulai memperhatikan penampilan tidak hanya melalui pakaian yang dikenakan, tetapi kesehatan dan juga kebersihan anggota badan seperti wajah. Maraknya berbagai produk skincare yang dibintangi oleh artis pria dan cepatnya penyebaran informasi juga menjadi salah satu faktornya. Peneliti telah melakukan pra-survei penyebaran angket untuk meneliti produk Kahf dan mendapatkan beberapa faktor yang mempengaruhi keputusan pembelian yaitu Brand Ambassador, Konten Instagram, dan Citra Merek. Tujuan penelitian ini untuk menganalisis pengaruh Brand Ambassador (X1), Konten Instagram (X2), dan Citra Merek (X3) terhadap keputusan pembelian (Y) produk Kahf. Metode penelitian yang digunakan yaitu kuantitatif dengan teknik Non Probability Sampling dan pengambilan sampel purposive sampling. Sample yang diperoleh meliputi para pria pengguna Instagram. Kata Kunci : Brand Ambassador, Konten Instagram, Citra Merek, Keputusan Pembelian, Skincare Pria

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 066
NIM/NIDN Creators:	43120120049
Uncontrolled Keywords:	Brand Ambassador, Konten Instagram, Citra Merek, Keputusan Pembelian, Skincare Pria
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.7 General Bibliographies of Works Having Specific Kinds of Content/Bibliografi Umum Pekerjaan yang Memiliki Jenis Konten Tertentu 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian 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 > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya > 668.5 Parfumes and Cosmetics/Teknologi Parfum, Minyak Wangi dan Kosmetik 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 Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	17 Mar 2025 02:14
Last Modified:	17 Mar 2025 02:14
URI:	http://repository.mercubuana.ac.id/id/eprint/94940

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