SALSANABILA, ALIF RIZQITA (2025) PENGARUH BRAND AMBASSADOR NICHOLAS SAPUTRA PADA IKLAN NUGGET KANZLER TERHADAP MINAT BELI KONSUMEN (Survei Terhadap Followers Instagram @Temankanzler). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Pesat nya perkembangan ilmu komunikasi pemasaran dalam beberapa tahun terakhir memungkinkan perusahaan-perusahaan untuk memilih strategi pemasaran yang sesuai agar tujuan bisnisnya tercapai. Salah satu aspek penting dalam perencanaan strategi pemasaran adalah promosi dan penggunaan brand ambassador merupakan bagian dari promosi bagi perusahaan yang ingin mengenalkan serta menumbuhkan minat beli konsumen. Kanzler adalah salah satu perusahaan frozen food yang memakai Nicholas Saputra sebagai brand ambassador untuk melakukan aktivitas promosi pada produk nugget nya. Studi ini tujuannya untuk memahami seberapa besar pengaruh brand ambassador Nicholas Saputra terhadap minat beli konsumen Kanzler dengan mempergunakan teori S – O – R (stimulus, organisme, respon). Variable X brand ambassador memakai konsep VisCAP (Visibility, Credibility, Attention, dan Power). Lalu untuk variable Y minat beli memakai konsep minat transaksional, referensial, preferensial, dan eksploratif. Studi ini mempergunakan pendekatan kuantitatif dengan metode survei pada followers Instagram @temankanzler yang sampel nya diambil memakai teknik purposive sampling, sehingga didapatkan responden berjumlah 105. Metode analisis data yang dipakai pada studi ini yakni uji korelasi, uji koefisien determinasi, uji regresi linier sederhana, dan uji t. Hasil penelitian memperlihatkan ada pengaruhnya yang positif diantara variable brand ambassador Nicholas Saputra terhadap minat beli konsumen Kanzler dengan angka sig. yaitu 0,000 kurang dari 0,05. Lalu, angka koefisien determinasi pada studi ini ialah sejumlah 0,654 atau 65,4%, pengaruh brand ambassador Nicholas Saputra terhadap minat beli konsumen Kanzler, sedangkan 34,6% terpengaruhi faktor lain yang tidak dijelaskan pada studi ini. The rapid development of marketing communication science in recent years has enabled companies to choose the right marketing strategy to achieve their business goals. One important aspect of marketing strategy is promotion and brand ambassado is part of promotion for companies that want to introduce and grow consumer buying interest. Kanzler is one of the frozen food companies that uses Nicholas Saputra as a brand ambassador to promote on its nugget products. This study aims to determine how much influence Nicholas Saputra's brand ambassador on Kanzler's consumer buying interest using the S - O - R theory (stimulus, organism, response). The Variable X brand ambassadors use the concept of VisCAP (Visibility, Credibility, Attention, and Power). While for variable Y, buying interest uses the concept of transactional, referential, preferential, and exploratory interest. This study uses a quantitative approach with a survey method on Instagram followers @temankanzler whose samples were taken using purposive sampling technique with 105 respondents were obtained. The data analysis methods used in this study are correlation test, coefficient of determination test, simple linear regression test, and t test. The results showed that there was a positive influence between the Nicholas Saputra brand ambassador variable on Kanzler's consumer buying interest with a significance value of 0.000 less than 0.05. Then, the coefficient of determination in this study is 0.654 or 65.4%, the influence of Nicholas Saputra's brand ambassador on Kanzler's consumer buying interest, while 34.6% is influenced by other factors not explained in this study.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44320110022 |
| Uncontrolled Keywords: | Brand Ambassador, Nicholas Saputra, Minat Beli, Followers, Nugget Kanzler Brand Ambassador, Nicholas Saputra, Buying Interest, Followers, Nugget Kanzler |
| 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: | NAIMAH NUR ISLAMIDIYANAH |
| Date Deposited: | 25 Aug 2025 04:43 |
| Last Modified: | 25 Aug 2025 05:02 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/97072 |
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