Dina Nabila, . (2024) PENGARUH GLOW AMBASSADOR EXO DAN KREATIVITAS IKLAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The development of the Korean Wave, particularly in dramas and music, has led many companies to utilize idols from South Korea as brand ambassadors and stars in their advertising creativity. One such company in Indonesia is Scarlett Whitening, which appointed Exo as their glow ambassador following Twice and Song Joong Ki. Despite employing different creative approaches in their advertisements, the company consistently utilizes the same idea for the third time. This study aims to analyze the influence of Exo as a glow ambassador and advertising creativity on the purchasing decision of Scarlett Whitening products. The research method used is quantitative with an explanatory approach. Data was collected through a survey of 96 users of Scarlett Whitening products. The results indicate that both the brand ambassador and advertising creativity have significant partial and simultaneous influences on the purchasing decision. Advertising creativity has a more dominant influence compared than the brand ambassador, contributing to 48.4% of the purchasing decision variance.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Pinggil: 2010411089] [Pembimbing: Anindita Lintangdesi Afriani] [Penguji 1: Ahmad Zakki Abdullah] [Penguji 2: Windhi Tia Saputra] |
| Uncontrolled Keywords: | brand ambassador Exo, purchasing decision, advertising creativity, Scarlett Whitening |
| Subjects: | H Social Sciences > H Social Sciences (General) 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: | DINA NABILA |
| Date Deposited: | 26 Sep 2024 01:23 |
| Last Modified: | 26 Sep 2024 01:23 |
| URI: | http://repository.upnvj.ac.id/id/eprint/32607 |
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