PENGARUH PERSONAL BRANDING JAEHYUN NCT SEBAGAI BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN TICTAC (SURVEI FOLLOWERS AKUN @TICTACDUAKELINCI DI INSTAGRAM)

Thalia Salsabila, . (2025) PENGARUH PERSONAL BRANDING JAEHYUN NCT SEBAGAI BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN TICTAC (SURVEI FOLLOWERS AKUN @TICTACDUAKELINCI DI INSTAGRAM). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The increasing use of K-Pop idol brand ambassadors indicates that competition is increasingly competitive to attract the attention of Indonesian consumers, but the effectiveness of brand ambassadors also depends on their personal branding to build consumer trust. TicTac as a snack that has many competitors, chose Jaehyun NCT as a brand ambassador in order to be able to compete and increase consumer purchasing decisions. The purpose of this study was to determine how much influence Jaehyun NCT's personal branding as a brand ambassador has on the TicTac purchasing decision of followers of the Instagram account @tictacduakelinci. The Stimulus Organism Response (SOR) theory is the theory used in this study. This research method is quantitative, namely an explanatory survey. The sampling technique used is purposive sampling with a research population consisting of followers of the Instagram account @tictacduakelinci and a sample of 100 respondents was obtained using the Slovin formula. The results of the study showed that Jaehyun NCT's personal branding as a brand ambassador had a significant influence on the TicTac purchasing decision of followers of the Instagram account @tictacduakelinci by 21.7%, while the remaining 78.3% was influenced by other things outside of this study. The higher Jaehyun NCT's personal branding, the higher the TicTac purchasing decision of @tictacduakelinci followers.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2110411198] [Pembimbing: Kumala Hayati] [Penguji 1: Damayanti] [Penguji 2: Lusia Handayani]
Uncontrolled Keywords: Personal Branding, Purchasing Decision, Stimulus Organism Response (SOR) Theory
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: THALIA SALSABILA
Date Deposited: 26 Aug 2025 03:49
Last Modified: 26 Aug 2025 03:49
URI: http://repository.upnvj.ac.id/id/eprint/39086

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