Angelika Mandra, . (2022) PENGARUH KREDIBILITAS NCT DREAM SEBAGAI BRAND AMBASSADOR LEMONILO TERHADAP PERILAKU KONSUMTIF. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The rise of the Korean wave, known as Hallyu in Indonesia, has created a race among Indonesian e-commerce companies to promote their products with Korean celebrities as brand ambassadors. Lemonilo, known for its healthy noodle products, collaborates with NCT DREAM, a South Korean boyband promoting their products to compete with other instant noodle companies in Indonesia. The purpose of this study was to measure how much NCT DREAM credibility as an ambassador for Lemonilo influences consumption behavior. This study uses Source Credibility Theory, which explains the important role of credibility in persuading the audience to determine their perception of the message conveyed by the communicator. This theory consists of three indicators which is trustworthiness, expertise and attractiveness. Trustworthiness is the impression of a communicator with integrity, honesty, and neutrality. Expertise is the perception of a communicator who perceives their knowledge, experience, and skills in the field. Attractivenes is a measurement of how an audience finds a communicator physically and psychologically (similarity, familiarity, and liking) attractive. This study uses explanatory quantitative techniques to describe the relationship between variable x (brand ambassador credibility) and variable y (consumption behavior). The sample consisted of 100 respondents who had purchased Lemonilo x NCT DREAM products. The results show a correlation between two variables with positive regression coefficient numbers. As a result of the t-test, the t-value is 6.236, and it can be concluded that the credibility of NCT DREAM as Lemonilo’s brand ambassador has a 28.40% impact on the consumptive behavior of Lemonilo's Instagram followers.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1710411121] [Pembimbing: Retno Dyah Kusumastuti] [Penguji 1: Aan Setiadarma] [Penguji 2: Garcia Krisnando N] |
| Uncontrolled Keywords: | Marketing Communication, Brand Ambassador Credibility, Consumptive Behavior, Source Credibility Theory |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Angelika Mandra |
| Date Deposited: | 15 Mar 2023 06:04 |
| Last Modified: | 15 Mar 2023 06:04 |
| URI: | http://repository.upnvj.ac.id/id/eprint/23892 |
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