REYHAN, REYHAN (2025) PENGARUH BRAND AMBASSADOR ISYANA SARASVATI PADA VIDEO IKLAN YOUTUBE "PENGIRIMAN CEPAT & GRATIS ONGKIR HANYA DI LAZADA" TERHADAP MINAT BELI LAZADA INDONESIA (Survey pada Subscriber YouTube Lazada Indonesia). S1 thesis, Universitas Mercu Buana.
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Abstract
This study aims to examine the extent of the influence of Isyana Sarasvati as a brand ambassador in the advertisement on consumers' purchase intention for Lazada Indonesia. The theoretical framework and concepts in this research refer to several key areas, including marketing communication, the marketing communication mix, advertising, new media, social media, YouTube, e-commerce, promotion, purchase intention, and brand ambassadors. In the digital era, e-commerce platforms continuously optimize their marketing strategies to enhance attractiveness and drive consumer purchase intentions. One of the most used approaches is the utilization of brand ambassadors in digital advertisements. Lazada Indonesia, as a leading e-commerce platform, appointed Isyana Sarasvati as its brand ambassador in the YouTube advertisement titled "Pengiriman Cepat & Gratis Ongkir Hanya di Lazada" (Fast Delivery & Free Shipping Only at Lazada). The presence of a public figure in this advertisement is expected to influence consumers' purchasing decisions. This study employs a quantitative approach with a survey method involving 100 respondents. Data analysis was conducted using SPSS software with simple linear regression tests, Pearson correlation, and hypothesis testing. The results indicate that the brand ambassador has a significant impact on purchase intention, contributing 67.7% to the overall effect. These findings confirm that Isyana Sarasvati, as a brand ambassador, significantly influences consumers' purchase intentions. This conclusion is supported by the hypothesis test results, which show that H₀ is rejected and H₁ is accepted, with a significance value of 0.000, which is lower than 0.05. Therefore, leveraging public figures who align with the target market can be an effective marketing strategy to enhance consumer interest and encourage purchasing decisions. Keywords: Lazada, AISAS, Brand Ambassador, Marketing Communication, Purchase Intention. Penelitian ini bertujuan untuk mengkaji sejauh mana pengaruh brand ambassador Isyana Sarasvati dalam iklan tersebut terhadap minat beli konsumen Lazada Indonesia. Adapaun teori dan konsep penelitian ini mengacu pada diantaranya yaitu Komunikasi pemasaran, Bauran komunikasi pemasaran, Iklan, Media Baru, Media Sosial, Youtube, E-commerce, Promosi, Minat beli, Brand ambassador. Dalam era digital, e-commerce semakin mengoptimalkan strategi pemasaran guna meningkatkan daya tarik serta mendorong minat beli konsumen. Salah satu pendekatan yang sering digunakan adalah pemanfaatan brand ambassador dalam iklan digital. Lazada Indonesia, sebagai salah satu platform ecommerce yang menggandeng Isyana Sarasvati sebagai brand ambassador dalam video iklan YouTube “Pengiriman Cepat & Gratis Ongkir Hanya di Lazada.” Kehadiran figur dalam iklan ini diharapkan mampu memengaruhi keputusan pembelian konsumen. Kajian ini menerapkan pendekatan kuantitatif dengan metode survei yang melibatkan 100 responden. Analisis data dilakukan menggunakan perangkat SPSS dengan teknik uji regresi linear sederhana, korelasi Pearson, serta pengujian hipotesis. Hasil analisis menunjukkan bahwa brand ambassador memiliki dampak yang signifikan terhadap minat beli konsumen sebesar 67,7 %. Melalui hasil dari temuan ini menunjukan kehadiran Isyana Sarasvati sebagai brand ambassador berperan secara signifikan dalam mempengaruhi minat beli konsumen. Hal ini dibuktikan dengan hasil uji hipotesis yang menunjukkan bahwa H₀ ditolak dan H₁ diterima dengan nilai sig 0,00, yang lebih kecil dari 0,05. Dengan demikian, penggunaan figur publik yang sesuai dengan target pasar dapat menjadi strategi pemasaran yang efektif dalam meningkatkan minat beli. Kata Kunci: Lazada, AISAS, Brand Ambassador, Komunikasi Pemasaran, Minat Beli.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PKP. 25 069 |
| NIM/NIDN Creators: | 44320010045 |
| Uncontrolled Keywords: | Lazada, AISAS, Brand Ambassador, Marketing Communication, Purchase Intention |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) 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 |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | Pandu Risdiyanto |
| Date Deposited: | 26 Sep 2025 01:22 |
| Last Modified: | 26 Sep 2025 01:22 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/98119 |
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