Pengaruh brand ambassador New Jeans terhadap minat beli produk McDonald's = The influence of brand ambassador New Jeans on interest in buying McDonald's products

Shandra, Salsabila Ayu (2024) Pengaruh brand ambassador New Jeans terhadap minat beli produk McDonald's = The influence of brand ambassador New Jeans on interest in buying McDonald's products. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

New Jeans merupakan girl band yang berkolaborasi dengan McDonald’s untuk mempengaruhi minat beli produk. Dalam hal ini, peneliti tidak menemukan adanya penelitian sejenis yang juga meneliti mengenai brand ambassador New Jeans. Oleh sebab itu, penelitian ini bertujuan untuk menganalisa pengaruh dari brand ambassador New Jeans terhadap minat beli produk McDonald’s. Penelitian ini dilakukan dengan menggunakan pendekatan kuantitatif menggunakan survei melalui instrument kuesioner. Populasi yang digunakan dalam penelitian ini adalah kepada pelanggan McDonald’s dan penggemar New Jeans yang berlokasi di Jabodetabek. Total jumlah responden yang digunakan dalam penelitian ini adalah sebanyak 70 responden. Teknik analisa yang digunakan adalah dengan regresi linear sederhana. Hasil menunjukkan bahwa terdapat pengaruh dari brand ambassador terhadap minat beli produk McDonald’s. Dalam hal ini, pengaruh brand ambassador sangat besar untuk mempengaruhi minat beli pelanggan. New Jeans mampu mempersuasi pelanggan dengan menggunakan kredibilitas yang ditanamkan. Pengaruh dari brand ambassador New Jeans terhadap minat beli produk McDonald’s adalah sebesar 76.9 persen dimana sisa 23.1 persen dipengaruhi oleh variabel lain yang tidak diteliti pada penelitian ini. Disimpulkan bahwa terdapat pengaruh dari brand ambassador terhadap minat beli produk McDonald’s. / New Jeans is a new girl band that collaborates with McDonald's to influence interest in buying products. In this case, researchers did not find any similar research that also examined the New Jeans brand ambassador. Therefore, this research aims to analyze the influence from New Jeans brand ambassador on interest in purchasing McDonald's products. This research was conducted using a quantitative approach using a survey via a questionnaire instrument. The population used in this research is McDonald's customers and New Jeans fans located in Jabodetabek. The total number of respondents used in this research was 70 respondents. The analysis technique used is simple linear regression. The results show that there is an influence from brand ambassadors on interest in buying McDonald's products. In this case, the influence of brand ambassadors is very large in influencing customer purchasing interest. New Jeans are able to persuade customers by using the credibility they instill. The influence of New Jeans brand ambassador on interest in buying McDonald's products is 76.9 percent, where the remaining 23.1 percent is influenced by other variables not examined in this research. It was concluded that there was an influence from brand ambassadors on interest in buying McDonald's products.

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