Pengaruh sikap konsumen kepada BTS sebagai Brand Ambassador dan daya tarik iklan Tokopedia#1Everyday terhadap minat beli konsumen = The influence of consumer attitudes to BTS as a brand ambassador and advertising appeal of Tokopedia#1Everyday commercial on consumer buying interest

Delicia, Anastasia (2021) Pengaruh sikap konsumen kepada BTS sebagai Brand Ambassador dan daya tarik iklan Tokopedia#1Everyday terhadap minat beli konsumen = The influence of consumer attitudes to BTS as a brand ambassador and advertising appeal of Tokopedia#1Everyday commercial on consumer buying interest. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dalam menarik perhatian konsumen atau pengguna saat mempromosikan sebuah produk, dibutuhkan sebuah strategi komunikasi dan marketing yang menarik dan kreatif dari sebuah perusahaan. Strategi marketing dan komunikasi yang digunakan suatu perusahaan kepada konsumen bisa dilakukan dengan cara menggunakan brand ambassador dan membuat suatu iklan yang memiliki daya tarik. Melihat maraknya perkembangan fenomena k-wave di Indonesia mempengaruhi berbagai perusahaan e-commerce termasuk Tokopedia yang menggunakan artis Korea Selatan sebagai Brand Ambassador perusahaan mereka, dan iklan yang ditayangkan untuk mengkomunikasikan atau mengajak konsumen untuk berbelanja di Tokopedia. Maka dalam penelitian ini akan mengetahui apakah sikap konsumen terhadap BTS sebagai Brand Ambassador, daya tarik dari iklan Tokopedia #1Everyday dapat mempengaruhi atau meningkatkan minat beli konsumen perempuan generasi Z. Metode penelitian yang digunakan adalah kuantitatif dengan metode survei. Data survei penelitian ini didapatkan dari 100 responden, yaitu perempuan pengguna aplikasi Tokopedia yang berusia 15-25 tahun, pernah melihat iklan Tokopedia #1Everyday, dan berdomisili di Jakarta. Selain itu, penelitian ini akan dikolaborasikan dengan teori AIDDA. Dari hasil penelitian, didapatkan bahwa sebesar 35,2% variabel minat beli (Y) terpengaruh oleh variabel sikap konsumen terhadap brand ambassador (X1), dan daya tarik iklan (X2), sedangkan sisanya diterangkan oleh faktor lain yang tidak diteliti. Kemudian untuk penyesuaian dengan teori AIDDA, didapatkan hasil analisa bahwa BTS sebagai Brand Ambassador dapat mempengaruh Attention, Interest, Desire, dan Decision. Sedangkan iklan Tokopedia #1Everyday dengan teori AIDDA hanya dapat mempengaruhi Attention, dan Decision pada responden./ In attracting the attention of consumers or users when promoting a product, it takes an attractive and creative communication strategy from a company. The communication strategy used by a company to consumers can be done by creating an attractive advertisement. Seeing the development of the k-wave phenomenon in Indonesia, affecting various e-commerce companies including Tokopedia, which using South Korean artists as their company's brand ambassadors and advertisements displayed for communicating or inviting consumers to buy at Tokopedia. In this study we will see whether consumer attitudes towards BTS as Brand Ambassador, and the attractiveness of Tokopedia advertisements # 1Everyday can influence or increase the buying interest of generation Z female consumer. The research method is using quantitative with a survey method. The survey data for this study were obtained from 100 respondents, which is female users of Tokopedia application, aged 15-25 years, have seen Tokopedia #1Everyday advertisements, and live in Jakarta. This study want to find out whether consumer attitudes towards BTS as Brand Ambassadors, the attractiveness of Tokopedia #1Everyday advertisement can influence or increase the purchase interest of generation Z female consumers. In addition, this research will collaborate with the AIDDA theory. From the results of the study, it was found that 35.2% of the purchase interest variable (Y) was affected by the variable consumer attitude towards brand ambassadors (X1), and advertisement attractiveness (X2), while the rest was explained by other factors that were not studied. Then to adjust with the AIDDA theory, the results of the analysis show that BTS as a Brand Ambassador can influence Attention, Interest, Desire, and Decision. Meanwhile, the Tokopedia #1Everyday advertisement with the AIDDA theory only affect attention and decision on respondents.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Delicia, AnastasiaNIM01041170002anastasiacindyd@yahoo.co.id
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorEmrus, EmrusNIDN0309116102UNSPECIFIED
Uncontrolled Keywords: Brand Ambassador; Artis K-pop; Daya Tarik Iklan; Minat Beli
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 10238 not found.
Date Deposited: 25 Feb 2021 04:14
Last Modified: 27 Feb 2022 14:55
URI: http://repository.uph.edu/id/eprint/23915

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