Pengaruh Instagram Reels Brand Ambassador Terhadap Purchase Intention Melalui Advertising Value Dan Sikap Terhadap Iklan: Studi Kopi Kenangan

Nichita, Gabrielle Axley Rora (2026) Pengaruh Instagram Reels Brand Ambassador Terhadap Purchase Intention Melalui Advertising Value Dan Sikap Terhadap Iklan: Studi Kopi Kenangan. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Di tengah persaingan pasar Ready to Drink (RTD) Coffee yang semakin ketat di Indonesia, penelitian ini bertujuan menganalisis pengaruh Instagram Reels Brand Ambassador terhadap Purchase Intention konsumen pada produk Kopi Kenangan RTD "Hanya Untukmu" melalui Advertising Value dan Sikap terhadap Iklan (Attitude Toward Advertisement) sebagai variabel mediator, dengan Nicholas Saputra dan Isyana Sarasvati sebagai Brand Ambassador yang dibandingkan melalui uji Multigroup Analysis (MGA), berlandaskan Theory of Reasoned Action (TRA) dan Advertising Value Theory. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner daring, dengan teknik purposive sampling kepada responden yang mengetahui produk tersebut, dan data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) berbantuan software SmartPLS. Hasil penelitian menunjukkan bahwa Infotainment, Credibility, dan Irritation berpengaruh positif dan signifikan terhadap Advertising Value; Advertising Value tidak berpengaruh signifikan terhadap Attitude Toward Advertisement namun berpengaruh positif dan signifikan terhadap Purchase Intention; Attitude Toward Advertisement juga terbukti berpengaruh positif dan signifikan terhadap Purchase Intention; hasil uji mediasi menunjukkan Advertising Value dan Attitude Toward Advertisement berperan signifikan sebagai mediator; sementara hasil MGA mengungkapkan bahwa Nicholas Saputra lebih unggul pada jalur kredibilitas dan pengaruh langsung terhadap Purchase Intention, sedangkan Isyana Sarasvati lebih kuat pada aspek infotainment dan pembentukan sikap terhadap iklan. Temuan ini membuktikan bahwa strategi penggunaan Brand Ambassador melalui Instagram Reels efektif meningkatkan Purchase Intention produk Kopi Kenangan RTD "Hanya Untukmu", sekaligus memberikan kontribusi teoritis dengan memperkaya literatur endorser marketing dan RTD Coffee di Indonesia serta kontribusi praktis sebagai bahan pertimbangan bagi Kopi Kenangan dan brand F&B lain dalam menyusun strategi komunikasi pemasaran melalui media sosial, khususnya Instagram Reels.
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Amid the increasingly intense competition in the Ready to Drink (RTD) Coffee market in Indonesia, this study aims to analyze the influence of Instagram Reels Brand Ambassador on consumers' Purchase Intention toward Kopi Kenangan's RTD product "Hanya Untukmu," through Advertising Value and Attitude Toward Advertisement as mediating variables, with Nicholas Saputra and Isyana Sarasvati as the Brand Ambassadors compared through Multigroup Analysis (MGA), grounded in the Theory of Reasoned Action (TRA) and Advertising Value Theory. The study employed a quantitative approach using an online questionnaire survey, with respondents selected through purposive sampling among individuals familiar with the product, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the aid of SmartPLS software. The results show that Infotainment, Credibility, and Irritation have a positive and significant effect on Advertising Value; Advertising Value has no significant effect on Attitude Toward Advertisement but has a positive and significant effect on Purchase Intention; Attitude Toward Advertisement is also proven to have a positive and significant effect on Purchase Intention; the mediation test results indicate that Advertising Value and Attitude Toward Advertisement play significant mediating roles; while the MGA results reveal that Nicholas Saputra is stronger in the credibility path and direct influence on Purchase Intention, whereas Isyana Sarasvati is stronger in the infotainment aspect and in shaping attitude toward advertisement. These findings prove that the use of Brand Ambassadors through Instagram Reels is an effective strategy for increasing Purchase Intention toward Kopi Kenangan's RTD product "Hanya Untukmu," while also providing theoretical contributions by enriching the endorser marketing and RTD Coffee literature in Indonesia, as well as practical contributions as a reference for Kopi Kenangan and other F&B brands in developing marketing communication strategies through social media, particularly Instagram Reels.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Advertising Value, Attitude Toward Advertisement, Instagram Reels Brand Ambassador, Purchase Intention, Ready To Drink Coffee
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Gabrielle Axley Rora Nichita
Date Deposited:	30 Jul 2026 07:33
Last Modified:	30 Jul 2026 07:33
URI:	http://repository.its.ac.id/id/eprint/139783

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