HUBUNGAN KREDIBILITAS ARTIS K-POP SEBAGAI BRAND AMBASSADOR PADA KEPUTUSAN PEMBELIAN DI KALANGAN PENGGEMAR: Studi Korelasional Kredibilitas Artis K-pop BTS sebagai Brand Ambassador Samsung pada Keputusan Pembelian di Kalangan ARMY Indonesia

Erni Meilina, . (2022) HUBUNGAN KREDIBILITAS ARTIS K-POP SEBAGAI BRAND AMBASSADOR PADA KEPUTUSAN PEMBELIAN DI KALANGAN PENGGEMAR: Studi Korelasional Kredibilitas Artis K-pop BTS sebagai Brand Ambassador Samsung pada Keputusan Pembelian di Kalangan ARMY Indonesia. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

[img] Text
ABSTRAK.pdf
Download (179kB)
[img] Text
AWAL.pdf
Download (777kB)
[img] Text
BAB 1.pdf
Download (1MB)
[img] Text
BAB 2.pdf
Restricted to Repository UPNVJ Only
Download (423kB)
[img] Text
BAB 3.pdf
Restricted to Repository UPNVJ Only
Download (857kB)
[img] Text
BAB 4.pdf
Restricted to Repository UPNVJ Only
Download (1MB)
[img] Text
BAB 5.pdf
Download (308kB)
[img] Text
DAFTAR PUSTAKA.pdf
Download (476kB)
[img] Text
RIWAYAT HIDUP.pdf
Restricted to Repository UPNVJ Only
Download (169kB)
[img] Text
LAMPIRAN.pdf
Restricted to Repository UPNVJ Only
Download (3MB)
[img] Text
HASIL PLAGIARISME.pdf
Restricted to Repository staff only
Download (58kB)
[img] Text
ARTIKEL KI.pdf
Restricted to Repository staff only
Download (794kB)

Abstract

This study aims to measure and analyze the credibility relationship of K-pop BTS artists as Samsung brand ambassadors among Indonesian ARMYs using source credibility theory. The method used is quantitative correlation using primary and secondary data sources. The population used in this study is Indonesian ARMY with a sample of 100 respondents. The sampling technique used was purposive sampling. Researchers used data analysis techniques Pearson Product Moment correlation test, coefficient of determination test, and hypothesis testing using t test. The credibility of the brand ambassador is measured based on the dimensions of expertise, trustworthiness, and attractiveness. While purchasing decisions are measured based on the dimensions of need recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase supported by the AIDA model. The results of the correlation test of the X variable (brand ambassador credibility) with the Y variable (purchase decision) showed a correlation of 0.341. The results of the coefficient of determination test are 11.6% and the results of hypothesis testing with a t-test of 3.591, which means Ha is accepted and Ho is rejected. The conclusion is that there is a relationship between the credibility of K-pop artists BTS as Samsung brand ambassadors and purchasing decisions among Indonesian ARMYs.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1810411030] [Pembimbing: Retno Dyah Kusumastuti] [Penguji 1: Yani Hendrayani] [Penguji 2: Rizkya Ayu Maulida]
Uncontrolled Keywords: Credibility, Brand Ambassador, Purchase Decision
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HT Communities. Classes. Races
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: Erni Meilina
Date Deposited: 06 Sep 2022 03:45
Last Modified: 06 Sep 2022 03:45
URI: http://repository.upnvj.ac.id/id/eprint/20058

Actions (login required)

View Item View Item