Muhammad Tito Rizqullah, . (2024) PENGARUH KREDIBILITAS BRAND AMBASSADOR IKLAN MAKANAN RINGAN TERHADAP MINAT BELI PRODUK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The growth in the snack food industry makes companies operating in this industry continue to carry out various marketing strategies to increase their income. Not a few snack products use a brand ambassador strategy in their marketing. However, the use of the brand ambassador strategy must be done carefully because if the brand ambassador is not right it will prevent the company from experiencing significant improvements. Brand ambassadors who have high credibility will be easily trusted by consumers. One example of a product that uses brand ambassadors in its marketing is Japota. This research aims to determine whether there is an influence on the credibility of Brand Ambassadors in snack food advertisements on interest in purchasing products, using Cognitive Response theory. This research uses a quantitative approach, explanatory type, with survey methods. Data collection was obtained by distributing several statements to 100 respondents. Respondents in this study were followers of Instagram @japotaid. The research data was then analyzed using a simple linear regression test, coefficient of determination test, and hypothesis testing using the SPSS version 26 test tool. Based on the results of the coefficient of determination test, it was found that there was an influence of Brand Ambassador credibility of 0.512 (51.2%) on interest in purchasing products. The coefficient of determination test value is also in line with the hypothesis test which obtained a calculated t value of 10.134 > t table 1.660. This means that there is quite a large and significant influence between the credibility of the Brand Ambassador and interest in purchasing products. The author hopes that this research can become a reference source that can be better developed in further research
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010411141] [Pembimbing: Ratu Nadya W] [Penguji 1: Rini Riyantini] [Penguji 2: Kumala Hayati] |
| Uncontrolled Keywords: | Brand Ambassador Credibility, Cognitive Response Theory, Japota, JKT48, Purchase Intention |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | MUHAMMAD TITO RIZQULLAH |
| Date Deposited: | 23 Aug 2024 08:02 |
| Last Modified: | 23 Aug 2024 08:02 |
| URI: | http://repository.upnvj.ac.id/id/eprint/30948 |
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