Pengaruh brand ambassador Lee Min Ho terhadap keputusan pembelian produk skincare azarine di kalangan generasi Z

Hanifatunnisa, Dianovi (2024) Pengaruh brand ambassador Lee Min Ho terhadap keputusan pembelian produk skincare azarine di kalangan generasi Z. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan teknologi membuat masyarakat dengan cepat mendapatkan informasi tentang apa saja, termasuk perawatan kulit. Hal ini juga berkaitan dengan perkembangan digital yang membuat banyak perusahaan menggunakan strategi pemasaran dan alat komunikasi pemasaran dengan memanfaatkan peluang selebriti untuk dijadikan sebagai brand ambassador dalam memperkenalkan secara luas pada produk perusahaannya. Salah satunya brand skincare Azarine yang menggunakan aktor Lee Min Ho sebagai brand ambassador dalam pemasaran produknya. Penelitian ini berfokus dalam meneliti “pengaruh brand ambassador lee min ho terhadap keputusan pembelian produk skincare azarine di kalangan generasi Z”. Dalam penelitian ini menggunakan landasan teori SOR (stimulu-organism-response). Tujuan dalam penelitian ini yaitu untuk mengetahui seberapa besar pengaruh brand ambassador Lee Min Ho terhadap keputusan pembelian di kalangan generasi Z.Metode yang digunakan dalam penelitian ini yaitu metode kuantitatif dengan menggunakan pendekatan ekplanatif dan analisis data untuk mendapatkan hasilnya. Dari hasil 100 responden yang didapatkan, hasil penelitian ini menemukan bahwa adanya pengaruh yang kuat pada brand ambassador lee min ho terhadap keputusan pembelian produk skincare azarine di kalangan generasi Z sebesar 39,5%. Dapat juga terlihat dari empat dimensi brand ambassador bahwa dimensi credibility dan power paling berpengaruh dalam keputusan pembelian pada penelitian ini. /Technological developments mean that people can quickly get information about everything, including skin care. This is also related to digital developments which have made many companies use marketing strategies and marketing communication tools by taking advantage of opportunities for celebrities to serve as brand ambassadors in widely introducing their company's products. One of them is the skincare brand Azarine which uses actor Lee Min Ho as a brand ambassador in marketing its products. This research focuses on examining "the influence of brand ambassador Lee Min Ho on purchasing decisions for Azarine skincare products among Generation Z". This research uses the theoretical basis of SOR (stimulu-organism-response). The aim of this research is to find out how much influence brand ambassador Lee Min Ho has on purchasing decisions among generation Z. The method used in this research is a quantitative method using an explanatory approach and data analysis to get the results. From the results of 100 respondents obtained, the results of this study found that there was a strong influence on brand ambassador Lee Min Ho on the decision to purchase Azarine skincare products among Generation Z by 39.5%. It can also be seen from the four brand ambassador dimensions that the credibility and power dimensions are the most influential in purchasing decisions in this research.

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