Pengaruh Kim Seon Ho sebagai brand ambassador terhadap keputusan pembelian Everwhite = The Effect of Kim Seon Ho as a Brand Ambassador on Everwhite Purchase Decision

Susilo, Edo Fernando (2022) Pengaruh Kim Seon Ho sebagai brand ambassador terhadap keputusan pembelian Everwhite = The Effect of Kim Seon Ho as a Brand Ambassador on Everwhite Purchase Decision. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pertumbuhan industri skin care yang terus mengalami perkembangan pesat dikarenakan umumnya wanita ingin tampil dengan fisik yang cantik dan awet muda sehingga dijadikan kebutuhan prime dan target yang besar bagi perindustrian kosmetik kecantikan. Pertumbuhan yang semakin meningkat, menciptakan besarnya peluang bagi perusahaan dan dituntut untuk mengimplementasikan strategi yang berbeda, salah satunya dengan menggunakan brand ambassador. Biasanya brand ambassador dipilih seseorang selebriti atau seseorang yang mempunyai power sehingga dapat mempengaruhi orang lain. Everwhite menjadi salah satu perusahaan skin care Indonesia merupakan produk skin care lokal pertama yang melakukan kerja sama dengan selebriti Korea Selatan Kim Seon Ho sebagai brand ambassadornya. Penelitian ini menggunakan metode kuantitatif eksplanatif dengan tujuan mengetahui dan mengukur seberapa besar seorang brand ambassador Kim Seon Ho memiliki dampak terhadap konsumen dalam melakukan keputusan pembelian Everwhite. Pengumpulan data dilakukan melalui penyebaran kuesioner online kepada 100 responden melalui hasil perhitungan rumus Slovin dengan tingkat presisi 10%. Teknik analisa data statistik dalam mengukur pengaruh adalah uji determinasi. Hasil penelitian menunjukan bahwa Kim Seon Ho sebagai brand ambassador mampu memengaruhi sebesar 78.7% keputusan pembelian Everwhite. Hal tersebut mengonfirmasi asumsi dari teori Value Expectacy secara signifikan. Bagi penelitian selanjutnya diharapkan penelitian ini menjadi refrensi untuk mengkaji lebih luas faktor-faktor diluar dari penelitian ini / The growth of the skin care industry which continues to experience rapid development is because women generally want to appear physically beautiful and youthful, so it becomes a primary need and a big target for the beauty cosmetic industry. Increasing growth creates large opportunities for companies and requires them to implement different strategies, one of which is using brand ambassadors. Usually, a brand ambassador is chosen by a celebrity or someone who has the power to influence other people. Everwhite, being one of the Indonesian skin care companies is the first local skin care product to collaborate with South Korean celebrity Kim Seon Ho as its brand ambassador. This study uses an explanatory quantitative method with the aim of knowing and measuring how much brand ambassador Kim Seon Ho has an impact on consumers in making Everwhite purchasing decisions. Data was collected through the distribution of online questionnaires to 100 respondents with the results of the calculation of the Slovin formula with a precision level of 10%. The statistical data analysis technique in measuring the effect is the test of determination. The results showed that Kim Seon Ho as a brand ambassador was able to influence 78.7% of Everwhite's purchasing decisions. This confirms the assumptions of the Value Expectacy theory significantly. For further research, it is hoped that this research will become a reference for a broader study of factors outside of this research.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Susilo, Edo FernandoNIM01045180029edofsusilo@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSundah, Pierre MauritzNIDN0312038705pierre.sundah@uph.edu
Uncontrolled Keywords: Brand ambassador; Keputusan pembelian; Teori value expectacy; Everwhite; Kim Seon Ho
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 (Distance Education Program)
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science (Distance Education Program)
Depositing User: Users 11515 not found.
Date Deposited: 02 Feb 2022 01:46
Last Modified: 02 Feb 2022 01:46
URI: http://repository.uph.edu/id/eprint/45214

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