Pengaruh brand ambassador Kim Soo Hyun terhadap keputusan pembelian produk y.o.u di Kota Tangerang = The influence of brand ambassador Kim Soo Hyun's use on decisions to purchase Y.O.U products in Tangerang City

Sari, Kristin Meta (2024) Pengaruh brand ambassador Kim Soo Hyun terhadap keputusan pembelian produk y.o.u di Kota Tangerang = The influence of brand ambassador Kim Soo Hyun's use on decisions to purchase Y.O.U products in Tangerang City. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Semakin maju nya perkembangan jaman, membuat banyak perusahaan memiliki ide yang disesuaikan dengan trend maupun hal yang sedang ramai dibicarakan. Trend itu adalah melakukan pemasaran dengan menggunakan brand ambassador asal Korea Selatan yang banyak disukai oleh masyarakat, terutama Indonesia. Salah satu perusahaan yang menerapkan pemasaran itu ialah Y.O.U yang menggunakan Kim Soo Hyun sebagai brand ambassador dalam memasarkan produknya. Penelitian mengangkat judul mengenai "pengaruh penggunaan brand ambassador Kim Soo Hyun terhadap keputusan pembelian produk Y.O.U di kota Tangerang. Tujuan penelitian ini yaitu ingin mengukur dan mengetahui seberapa besar pengaruh penggunaan brand ambassador Kim Soo Hyun mempengaruhi keputusan pembelian pada produk Y.O.U di Kota Tangerang Penelitian ini menggunakan metode kuantitatif. Landasan teori yang digunakan adalah value expectancy theory. Hasil yang didapatkan dari penyebaran kuesioner yaitu 97 responden, dengan hasil bahwa terdapat hubungan yang kuat antara brand ambassador dengan keputusan pembelian dan adanya pengaruh sebesar 74,5% pada dimensi power brand ambassador terhadap keputusan pembelian produk Y.O.U di kota Tangerang. / As time advances, many companies have ideas that are tailored to trends and things that are currently being discussed. The trend is marketing using brand ambassadors from South Korea who are liked by many people, especially Indonesia. One of the companies that implements this marketing is Y.O.U which uses Kim Soo Hyun as a brand ambassador in marketing its products. The research has the title "the influence of the use of brand ambassador Kim Soo Hyun on purchasing decisions for Y.O.U products in the city of Tangerang. The aim of this research is to measure and find out how much influence the use of brand ambassador Kim Soo Hyun influences purchasing decisions for Y.O.U products in the city of Tangerang. This research uses quantitative method. The theoretical basis used is value expectancy theory. The results obtained from distributing the questionnaire were 97 respondents, with the result that there is a strong relationship between brand ambassadors and purchasing decisions and there is an influence of 74.5% on the dimension of brand ambassador power on decisions purchase Y.O.U products in Tangerang city.

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