Pengaruh Brand Ambassador Dan Instagram Sales Promotion Pada Purchase Intention Produk Lemonilo

Manalu, Oktavihana (2022) Pengaruh Brand Ambassador Dan Instagram Sales Promotion Pada Purchase Intention Produk Lemonilo. Other thesis, Institut Teknologi Sepuluh Nopember Surabaya.

Text 09111840000025-Undergraduate_Thesis.pdf - Accepted Version Download (2MB)

Abstract

Melalui fenomena korean wave, saat ini banyak pemasar yang mempromosikan merek, produk dan layanan mereka dengan menggunakan brand ambassador yang berasal dari Korea Selatan yang merupakan kalangan orang-orang populer dengan reputasi yang baik seperti aktor, penyanyi maupun selebriti dengan tujuan untuk mendekatkan calon konsumen dengan suatu produk dan layanan untuk menarik minat calon konsumen sehingga dapat meningkatkan penjualan produk. Penelitian ini merupakan penelitian conclusive – descriptive – multiple cross-sectional menggunakan pendekatan kuantitatif. Untuk mendapatkan data primer, peneliti akan menyebarkan kuesioner digital berupa google form dengan target populasi dari penelitian ini adalah responden yang berusia minimal 18 tahun, berdomisili di Indonesia, mengonsumi Lemonilo dan memiliki pemahaman dan atau penggemar NCT Dream. Sampel yang dipilih sebanyak 210 responden. Penelitian ini, menggunakan analisis Partial Least Square-Structural Equation Modeling (PLS-SEM). Berdasarkan hasil PLS-SEM, menunjukkan bahwa terdapat 2 hipotesis yang ditolak yaitu pengaruh brand ambassador terhadap brand image dan pengaruh brand image terhadap purchase intention karena pengaruhnya yang tidak signifikann. Terdapat pula 4 hipotesis yang diterima yakni pengaruh brand ambassador terhadap brand trust, social media sales promotion terhadap brand image, social media sales promotion terhadap brand trust dan pengaruh brand trust terhadap purchase intention yang hasilnya berpengaruh positif dan signifikan
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Through the Korean wave phenomenon, currently, many marketers are promoting their brands, products, and services using brand ambassadors who come from South Korea who is popular people with good reputations such as actors, singers, and celebrities to bring potential consumers closer to a particular brand. products and services to attract potential consumers to increase product sales. This research is a conclusive – descriptive – multiple cross-sectional studies using a quantitative approach. To obtain primary data, the researcher will distribute a digital questionnaire in the form of a google form with the target population of this study being respondents who are at least 18 years old, domiciled in Indonesia, consume Lemonilo and have an understanding and are fans of NCT Dream. The selected sample is 210 respondents. This research uses Partial Least Square-Structural Equation Modeling (PLS-SEM) analysis. Based on the results of PLS-SEM, shows there are 2 rejected hypotheses, namely the influence of brand ambassadors on brand image and the influence of brand image on purchase intention because the effect is not significant. There are also 4 accepted hypotheses, namely the influence of brand ambassadors on brand trust, social media sales promotion on brand image, social media sales promotion on brand trust, and the influence of brand trust on purchase intention, the results of which have a positive and significant effect

Item Type:	Thesis (Other)
Additional Information:	RSMB 658.827 Man p-1
Uncontrolled Keywords:	Brand Ambassador, Sales Promotion, Brand Image, Brand Trust, Purchase Intention, PLS-SEM
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	EKO BUDI RAHARJO
Date Deposited:	13 Dec 2022 04:15
Last Modified:	22 Oct 2024 05:41
URI:	http://repository.its.ac.id/id/eprint/95227

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