PENGARUH KREDIBILITAS BRAND AMBASSADOR INTERNASIONAL DAN BRAND AMBASSADOR LOKAL TERHADAP MINAT BELI PRODUK MIE SEDAAP PADA GENERASI Z: Survei Pada Followers Instagram @miesedaapid

Dhifa Soraya, . (2025) PENGARUH KREDIBILITAS BRAND AMBASSADOR INTERNASIONAL DAN BRAND AMBASSADOR LOKAL TERHADAP MINAT BELI PRODUK MIE SEDAAP PADA GENERASI Z: Survei Pada Followers Instagram @miesedaapid. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The instant noodle industry in Indonesia has experienced rapid growth in line with the increasing demand for practical food products, leading to increasingly intense competition among brands. To maintain competitiveness and increase purchase intention, Mie Sedaap appointed celebrities Ahn Hyo-seop and Angga Yunanda as international and local brand ambassadors. However, differences in their backgrounds and characteristics raise questions about the extent to which each ambassador’s credibility can influence Generation Z’s purchase intention toward Mie Sedaap. This study aims to analyze the extent of the influence of international and local brand ambassador credibility on the purchase intention of Mie Sedaap products, using the source credibility theory. This research employed a survey method with a quantitative explanatory approach, collecting data through questionnaires completed by 398 Generation Z followers of the Instagram account @miesedaapid using purposive sampling. The data source in this study is primary data. The data were analyzed using SPSS with normality, multicollinearity, heteroscedasticity, coefficient of determination, multiple linear regression, and hypothesis testing. The results show that the credibility of Ahn Hyo-seop and Angga Yunanda has a positive and significant influence on the purchase intention of Mie Sedaap among Generation Z, with Ahn Hyo-seop’s credibility having a more dominant influence compared to Angga Yunanda.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411049] [Pembimbing: Uljanatunnisa] [Penguji 1: Drina Intyaswati] [Penguji 2: Anindita Lintangdesi Afriani]
Uncontrolled Keywords: Brand Ambassador Credibility, Ahn Hyo-seop, Angga Yunanda, Purchase Intention, Generation Z
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: DHIFA SORAYA
Date Deposited: 07 Aug 2025 01:30
Last Modified: 07 Aug 2025 01:30
URI: http://repository.upnvj.ac.id/id/eprint/39002

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