NINGSIH, DIAN SARI ALFIA (2020) PENGARUH BRAND AMBASSADOR SHIREEN SUNGKAR TERHADAP KEPUTUSAN MEMBELI KONSUMEN BOGOR RAINCAKE (Survey Terhadap Konsumen Bogor Raincake Tahun 2018). S1 thesis, Universitas Mercu Buana.
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Abstract
The background of this research as the increasing number of a celebrity who open a business cake kekinian in Indonesia in 2017. The purpose of this research is to find existing or not the influence of the decision brand ambassador Shireen Sungkar Bogor Raincake. Consumers buy this study is expected to become a reference for research and on. Duties of the brand ambassador is to assist the colony consumers feel more created a decision which was made buy. Later on this research will find out if the use of the brand ambassador Shireen Sungkar influential of the decision to buy consumers Bogor Raincake or there are other factors that more dominant. Using techniques, probability sampling which is a stratified random sampling and use quantitative research, approach causal. The result of this research said that there was no influence between brand ambassadors Shireen Sungkar of the decision of consumers buy. This is proven from the results of the correlation test, where the value of the correlation of 0, 255 which expresses the relation of low, t test shows that is, t count < than t table at 1, 824 < than 2, 010 or H0 received and Ha rejected. And having the value of the regression testing shows f count 3, 327 < than f table of 4, 04. The value of the percentage of the contribution of brand ambassador variable influence on variables buy decision of 6, 5% and 93, 5 % influenced by other factors. Thus it can be concluded that Shireen Sungkar brand ambassador will not affect the consumer buy Raincake Bogor. The decision to buy the consumer is not just brand ambassador but there another factor that is more dominant, product which is a factor factors, place personal factors, and social factors. Keywords: brand ambassador, purchase decision, Bogor Raincake. Latar belakang penelitian ini karena semakin banyaknya selebriti yang membuka usaha kue kekinian yang ada di Indonesia pada tahun 2017. Tujuan penelitian ini adalah untuk mengetahui ada atau tidak pengaruh brand ambassador Shireen Sungkar terhadap keputusan membeli konsumen Bogor Raincake. Penelitian ini diharapkan akan menjadi acuan bagi peneliti selanjutnya mengenai brand ambassador. Tugas seorang brand ambassador adalah untuk membantu konsumen menciptakan keputusan membeli. Nantinya penelitian ini akan mencari tahu apakah penggunaan brand ambassador Shireen Sungkar berpengaruh terhadap keputusan membeli konsumen Bogor Raincake atau ada faktor lain yang lebih dominan. Dengan menggunakan teknik sampling probability, yaitu sampel acak tersruktur dan menggunakan riset kuantitatif, pendekatan kausal. Hasil penelitian ini menyatakan tidak ada pengaruh antara brand ambassador Shireen Sungkar terhadap keputusan membeli konsumen. Hal ini dibuktikan dari hasil uji korelasi, dimana nilai korelasi sebesar 0, 255 yang menyatakan hubungan rendah, hasil uji t yaitu t hitung< dari t tabel yaitu sebesar 1, 824 < dari 2, 010 atau H0 diterima dan Ha ditolak. Dan hasil uji regresi yang memiliki nilai f hitung 3, 327 < dari f tabel sebesar 4, 04. Nilai persentase kontribusi pengaruh variabel brand ambassador terhadap variabel keputusan membeli sebesar 6, 5% dan 93, 5% dipengaruhi oleh faktor lain. Dengan demikian dapat disimpulkan bahwa brand ambassador Shireen Sungkar tidak berpengaruh terhadap keputusan membeli konsumen Bogor Raincake. Keputusan membeli konsumen bukan hanya dipengaruhi oleh brand ambassador saja, melainkan ada faktor lain yang lebih dominan yaitu faktor produk, faktor tempat, faktor pribadi, dan faktor sosial. Kata kunci: brand ambassador, keputusan membeli konsumen, Bogor Raincake
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