PENGARUH DAYA TARIK IKLAN DAN BRAND AMBASSADOR SEVENTEEN TERHADAP MINAT BELI SUSU INDOMILK YOUR WAY: Survei Pada Followers Akun Instagram @Indomilkyourway

Azahra Galuh Junita, . (2025) PENGARUH DAYA TARIK IKLAN DAN BRAND AMBASSADOR SEVENTEEN TERHADAP MINAT BELI SUSU INDOMILK YOUR WAY: Survei Pada Followers Akun Instagram @Indomilkyourway. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The advancement of information and communication technology has changed the marketing strategies used by companies. Advertising has now expanded into the digital sphere through social media platforms. This shift has also introduced global popular cultures, one of which is the Korean Wave, which has become a widespread phenomenon and strongly influences consumer behavior in Indonesia. In this context, many brands take advantage of the popularity of Korean artists to strengthen their promotional strategies, including Indomilk Your Way which has partnered with SEVENTEEN as brand ambassadors. This study aims to determine whether there is an influence of advertising appeal and brand ambassador on purchase intention for Indomilk Your Way, and to measure the magnitude of that influence. The theoretical framework used is the Elaboration Likelihood Model (ELM), which explains that consumers process persuasive messages through two possible routes: the central route and the peripheral route, depending on their motivation and cognitive ability. This study uses an explanatory quantitative survey method. The research population is the followers of the Instagram account @indomilkyourway, with a sample size of 394 respondents determined using the Taro Yamane formula. The sampling technique used purposive sampling, and data was collected through questionnaires. The data obtained were analyzed using SPSS version 22. The results showed that the attractiveness of advertising and SEVENTEEN brand ambassadors influenced the purchase interest of Indomilk Your Way products by 35%, with the SEVENTEEN brand ambassador variable as the most dominant variable in influencing consumer purchase interest.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411043] [Pembimbing: Uljanatunnisa] [Penguji 1: Drina Intyaswati] [Penguji 2: Anindita Lintangdesi Afriani]
Uncontrolled Keywords: Advertising Appeal, Brand Ambassador, Purchase Intention, Elaboration Likelihood Model (ELM), Korean Wave
Subjects: H Social Sciences > H Social Sciences (General)
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: AZAHRA GALUH JUNITA
Date Deposited: 06 Aug 2025 07:37
Last Modified: 06 Aug 2025 07:37
URI: http://repository.upnvj.ac.id/id/eprint/39000

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