SIHOMBING, GABRIELLA (2025) PENGARUH BRAND AMBASSADOR AHN HYO SEOP TERHADAP PERILAKU PEMBELIAN ULANG MIE SEDAAP (Survey pada kalangan remaja di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of brand ambassador Ahn Hyo Seop on the repeat purchase behavior of Mie Sedaap among adolescents in West Jakarta. The use of South Korean celebrities as brand ambassadors by local brands has become an increasingly common marketing strategy along with the strong influence of the Korean Wave in Indonesia, particularly among adolescents. This research employs a quantitative approach using a survey method. Data were collected through the distribution of questionnaires to adolescents in West Jakarta who have consumed Mie Sedaap and are aware of Ahn Hyo Seop as its brand ambassador. The main theoretical framework applied in this study is the Stimulus–Organism– Response (S-O-R) theory, in which the brand ambassador is positioned as a stimulus that affects consumers’ psychological conditions and leads to a response in the form of repeat purchase behavior. Data analysis techniques include validity testing, reliability testing, simple linear regression analysis, Pearson Product Moment correlation, coefficient of determination, and hypothesis testing. The results indicate that brand ambassador Ahn Hyo Seop has a positive and significant influence on the repeat purchase behavior of Mie Sedaap among adolescents in West Jakarta. These findings suggest that a brand ambassador’s positive image, attractiveness, and popularity can influence consumers’ decisions to repurchase a product, provided that they are supported by good product quality. Keywords: brand ambassador, repeat purchase behavior, Mie Sedaap, adolescents, S-O-R theory Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador Ahn Hyo Seop terhadap perilaku pembelian ulang produk Mie Sedaap pada kalangan remaja di Jakarta Barat. Fenomena penggunaan selebritas Korea Selatan sebagai brand ambassador oleh merek lokal menjadi strategi pemasaran yang semakin umum seiring kuatnya pengaruh Korean Wave di Indonesia, khususnya di kalangan remaja. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui penyebaran kuesioner kepada remaja di Jakarta Barat yang pernah mengonsumsi Mie Sedaap dan mengetahui Ahn Hyo Seop sebagai brand ambassador. Teori yang digunakan sebagai landasan utama adalah teori Stimulus–Organism–Response (S-O-R), di mana brand ambassador diposisikan sebagai stimulus yang memengaruhi kondisi psikologis konsumen dan menghasilkan respons berupa perilaku pembelian ulang. Teknik analisis data yang digunakan meliputi uji validitas, uji reliabilitas, regresi linier sederhana, korelasi Pearson Product Moment, koefisien determinasi, dan uji hipotesis. Hasil penelitian menunjukkan bahwa brand ambassador Ahn Hyo Seop berpengaruh positif dan signifikan terhadap perilaku pembelian ulang Mie Sedaap pada remaja di Jakarta Barat. Temuan ini menunjukkan bahwa citra positif, daya tarik, dan popularitas brand ambassador dapat memengaruhi keputusan konsumen untuk melakukan pembelian ulang, meskipun tetap perlu didukung oleh kualitas produk yang baik. Kata kunci: Brand ambassador, Perilaku pembelian ulang, Mie Sedaap, Remaja, Teori S-O-R
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44222010230 |
| Uncontrolled Keywords: | Brand ambassador, Perilaku pembelian ulang, Mie Sedaap, Remaja, Teori S-O-R |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 303 Social Process/Proses Sosial > 303.3 Coordination and Control/Koordinasi dan Kontrol > 303.38 Public Opinion/Opini Publik 300 Social Science/Ilmu-ilmu Sosial > 360 Social Problems and Services/Permasalahan dan Kesejahteraan Sosial > 362 Social Welfare, Problems and Services/Kesejahteraan Sosial, Permasalahan dan Layanan Sosial > 362.7 Problems and Services to Young People/Permasalahan dan Layanan kepada Anak dan Remaja |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | khalimah |
| Date Deposited: | 22 Jan 2026 04:03 |
| Last Modified: | 22 Jan 2026 04:03 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100702 |
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