Pengaruh brand ambassador terhadap perilaku pembelian konsumen atas produk adidas yeezy = Effect of brand ambassador on consumer purchase behavior of yeezy adidas products

Jennifer, Jennifer (2020) Pengaruh brand ambassador terhadap perilaku pembelian konsumen atas produk adidas yeezy = Effect of brand ambassador on consumer purchase behavior of yeezy adidas products. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dijalankan untuk mengetahui pengaruh brand ambassador terhadap perilaku pembelian pada produk Adidas Yeezy dimana Kanye West sebagai brand ambassador dari Adidas Yeezy memiliki watak yang kontroversial dan penelitian ini ingin melihat seberapa besar pengaruh Brand Ambassador dari Adidas Yeezy tersebut terhadap Purchase Behavior masyarakat. Penelitian ini dijalankan dengan menggunakan konsep integrated marketing communication yang berkaitan dengan brand ambassador. metode regresi sederhana dengan bantuan program SPSS. Metode pengumpulan data yang digunakan dalam penelitian ini adalah kuisioner yang disebarkan kepada 91 orang. Hasil dari penelitian menunjukkan bahwa brand ambassador berpengaruh terhadap purchase behavior masyarakat atas produk adidas. Saran yang dapat diberikan adalah dengan menjaga dan mengevaluasi ambassador-ambassador di Adidas sehingga dapat menjaga purchase behavior masyarakat. Saran yang dapat diterapkan oleh pihak Adidas terutama dalam memperhatikan brand ambassador Yeezy yaitu Kanye West, dapat memperhatikan kecocokan dengan brand yang diwakilkan, kesesuaian karakter, keahlian ambassador, objektifitas ambassador, kemampuan brand ambassador untuk disenangi dan dipercaya, kemampuan brand ambassador dalam mempengaruhi sikap dan kepercayaan masyarakat, kharisma dari brand ambassador dan kekuatan persuasi dari brand ambassador untuk mengarahkan konsumen./ This study was conducted to determine the effect of brand ambassadors on purchasing behavior on Adidas Yeezy products where Kanye West as the brand ambassadors of Adidas Yeezy has a controversial character and this study wants to see how much influence the Adidas Yeezy Brand Ambassador has on the people’s purchase behavior. This research was conducted using the concept of integrated marketing communication which related to brand ambassadors. Simple regression method with the help of the SPSS program. The data collection method used in this study was a questionaire distributed to 91 people. The results of the study indicate that brand ambassadors influence people’s buying behavior on Adidas products. The advice that can be applied by Adidas especially in paying attention to the brand ambassador Yeezy namely Kanye West, can pay attention to the brand represented , suitability of character, expertise of ambassadors, objectivity of ambassadors, the ability of brand ambassadors to influence attitudes and trust society, the charisma of brand ambassadors and the power of persuasion from brand ambassadors to direct consumers.

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