PENGARUH BRAND AMBASSADOR BABYMONSTER TERHADAP MINAT BELI KOPI GOOD DAY LATTE SERIES (Survei pada Followers Akun Instagram @gooddayid)

CAHYANI, ALIKA DWI (2026) PENGARUH BRAND AMBASSADOR BABYMONSTER TERHADAP MINAT BELI KOPI GOOD DAY LATTE SERIES (Survei pada Followers Akun Instagram @gooddayid). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Digital marketing through social media, especially Instagram, has become an important strategy in reaching target markets. The use of brand ambassadors that are appropriate and in line with the target market plays a role in shaping consumer perceptions and purchasing interests. BABYMONSTER was chosen as the brand ambassador for Good Day coffee to attract the attention of Gen Z and KPop fans amid the Korean Wave phenomenon. This study is based on the SOR (Stimulus–Organism–Response) Theory, which explains that marketing stimuli can influence consumers' internal conditions and generate behavioral responses. In this study, BABYMONSTER acts as a stimulus that influences consumers' perceptions and emotions, thereby encouraging purchasing interest. This study uses a quantitative approach with a survey method. The population in this study are followers of Good Day's Instagram account, @gooddayid, with a sample size of 100 respondents obtained through purposive sampling. The results show that the BABYMONSTER brand ambassador has a positive and significant effect on the purchase interest of Good Day coffee Latte Series. The correlation coefficient value of 0.690 indicates a strong and positive relationship. The coefficient of determination test results show that the BABYMONSTER brand ambassador has a 47.7% influence on the purchase interest of Good Day coffee Latte Series, while the remaining 52.3% is influenced by other factors such as brand image, product quality, or price. Keywords: Brand Ambassador, Purchase Interest, Digital Marketing, Korean Wave Pemasaran digital melalui media sosial, khususnya Instagram, menjadi strategi penting dalam menjangkau target pasar. Penggunaan brand ambassador yang tepat dan sesuai dengan target pasar berperan dalam membentuk persepsi serta minat beli konsumen. BABYMONSTER dipilih sebagai brand ambassador kopi Good Day untuk menarik perhatian Gen Z dan penggemar K-Pop di tengah fenomena Korean Wave. Penelitian ini didasarkan pada Teori SOR (Stimulus–Organism–Response) yang menjelaskan bahwa stimulus pemasaran dapat memengaruhi kondisi internal konsumen dan menghasilkan respons perilaku. Dalam penelitian ini, BABYMONSTER berperan sebagai stimulus yang memengaruhi persepsi dan emosi konsumen sehingga mendorong munculnya minat beli. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi dalam penelitian ini adalah followers dari akun instagram Good Day yaitu @gooddayid, dengan jumlah sampel sebanyak 100 responden yang diperoleh melalui teknik purposive sampling. Hasil penelitian menunjukkan bahwa brand ambassador BABYMONSTER berpengaruh positif dan signifikan terhadap minat beli kopi Good Day Latte Series. Nilai koefisien korelasi sebesar 0,690 yang menunjukkan terdapat hubungan yang kuat dan positif. Hasil uji koefisien determinasi menunjukkan pengaruh brand ambassador BABYMONSTER sebesar 47,7% terhadap minat beli kopi Good Day Latte Series, sedangkan sisanya 52,3% dipengaruhi oleh faktor lain seperti brand image, kualitas produk, atau harga. Kata Kunci: Brand Ambassador, Minat Beli, Pemasaran Digital, Korean Wave

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44322010062
Uncontrolled Keywords:	Brand Ambassador, Minat Beli, Pemasaran Digital, Korean Wave
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 001 Knowledge/Ilmu Pengetahuan > 001.4 Research; Statistical Methods/Riset; Metode Statistik > 001.42 Reseach Methods/Metode Riset 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 646 Sewing Materials and Equipment, Clothing, Management of Personal and Family Life/Mesin Jahit dan Perlengkapan Menjahit, Pakaian, Management Pribadi dan Keluarga > 646.3 Clothing/Pakaian, Tata Busana, Mode Busana, Fashion 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:	khalimah
Date Deposited:	22 Apr 2026 05:47
Last Modified:	22 Apr 2026 05:47
URI:	http://repository.mercubuana.ac.id/id/eprint/102064

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