Pengaruh Penggunaan Brand Ambassador terhadap Keputusan Pembelian pada Produk Oreo X Blackpink

Authors

  • Silviana Nurrizkiah Universitas Bina Sarana Informatika

DOI:

https://doi.org/10.59841/saber.v2i4.1918

Keywords:

Brand Ambassador, Purchase Decision, Oreo

Abstract

Based on data taken from the Top Brand Award, Oreo biscuit products always get the first position with the best brand assessment according to research conducted by Top Brand to Indonesian consumers. With Oreo winning the competition, it was discovered that Oreo used brand ambassadors for its products. The purpose of this study is to find out and analyze brand ambassadors on Oreo, to find out and analyze purchase decisions on Oreo products, to find out and analyze the influence of brand ambassadors on purchase decisions. The research conducted is a type of quantitative research. The sampling method used in this study uses nonprobability sampling by determining total sampling/census on 35 female Oreo consumer respondents, who have bought Oreo X Blackpink products 1 x and know Blackpink as Oreo brand ambassadors. The data collection technique uses questionnaires, observations, and literature studies. The data analysis technique used validity test, reliability test, normality test, heterokedasticity test, multicollinearity test, simple regression analysis, persial hypothesis test, t-test, simultaneous hypothesis test, f-test, and determination coefficient calculation.

References

Astuti, W. (2023). Analisis perubahan gaya kepemimpinan atas motivasi kerja karyawan di Klinik Miracle. Skripsi STIE Indonesia, 16–22. Retrieved from http://repository.unpas.ac.id/30547/5/BAB%20III.pdf

Ayuwinandyasari, V. (2020). Pengaruh pemasaran media sosial, kualitas produk, dan Kaesang Pangarep sebagai brand ambassador terhadap niat pembelian Sang Pisang. Skripsi Universitas Atma Jaya Yogyakarta, 65. Retrieved from http://e-journal.uajy.ac.id/22911/2/15%2003%2022049.pdf

Fadul, F. M. (2020). Metode penelitian. Jakarta: Publisher.

Indarto, A. T. (2016). Pengaruh citra merek pada kesediaan konsumen untuk membayar harga premium produk Starbucks. E-Journal Universitas Atma Jaya, 2008, 10.

Lismawati. (2021). Pengaruh BTS sebagai brand ambassador dan iklan terhadap keputusan pembelian oleh Generasi Z (Studi kasus: Marketplace Tokopedia). Skripsi Universitas Medan Area.

Mardiyah, U., & Nora, L. (2020). Peran brand ambassador dalam menentukan pengaruh brand trust terhadap keputusan pembelian (Studi pada konsumen Nature Republic di Indonesia). Jurnal Muhammadiyah Manajemen Bisnis, 4. Retrieved from www.marketeers.com

Mishael. (2021). Pengaruh brand image, product quality, celebrity endorser terhadap keputusan pembelian perlengkapan komputer merek Rexus. Angewandte Chemie International Edition, 3(1), 10–27. Retrieved from https://medium.com/@arifwicaksanaa/pengertian-use-case-a7e576e1b6bf

Nyoman, L. S. (2010). Analisis perancangan penelitian. Artikel Bulan November. Retrieved from http://repo.isi-dps.ac.id/473/

Rahmasari, F. (2021). Pengaruh terpaan iklan Wardah “Feel The Beauty” di televisi terhadap minat beli mahasiswi. Skripsi Universitas Muhammadiyah Surakarta. Retrieved from http://eprints.ums.ac.id/95941

Sagia, A., & Situmorang, S. H. (2018). Pengaruh brand ambassador, brand personality, dan Korean Wave terhadap keputusan pembelian produk Nature Republic Aloe Vera. Jurnal Manajemen dan Bisnis Indonesia, 5(2), 286–298. https://doi.org/10.31843/jmbi.v5i2.168

Septiani, D. H. (2014). Pengaruh program pengalaman lapangan (PPL) terhadap minat mahasiswa menjadi guru (Studi pada mahasiswa Pendidikan Akuntansi angkatan 2010 FPEB UPI). Implementation Science. http://dx.doi.org/10.1016/j.biochi.2015.03.025

Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. CV Alfabeta.

Yasmine, D. A. (2023). Pengaruh brand ambassador terhadap keputusan pembelian produk Scarlett Whitening.

Downloads

Published

2024-10-26

How to Cite

Silviana Nurrizkiah. (2024). Pengaruh Penggunaan Brand Ambassador terhadap Keputusan Pembelian pada Produk Oreo X Blackpink. SABER : Jurnal Teknik Informatika, Sains Dan Ilmu Komunikasi, 2(4), 412–428. https://doi.org/10.59841/saber.v2i4.1918

Similar Articles

1 2 3 > >> 

You may also start an advanced similarity search for this article.