Pengaruh Brand Ambassador “Blackpink” Melalui IG @Oreo _Indonesia Terhadap Minat Beli Produk

Amalia, Sherly Putri (2023) Pengaruh Brand Ambassador “Blackpink” Melalui IG @Oreo _Indonesia Terhadap Minat Beli Produk. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Brand ambassador menunjukkan pengaruh yang besar dalam mempengaruhi minat beli pelanggan. Setiap brand perlu menganalisa terlebih dahulu demand yang ditunjukkan pada lingkungan untuk dapat memilih brand ambassador yang tepat dalam mewakilkan promosi untuk brand. Objek yang difokuskan dalam penelitian ini adalah brand Oreo dengan brand ambassador yaitu Blackpink. Kesenjangan penelitian adalah pada kurangnya penelitian yang membahas mengenai konsep penelitian yang serupa dengan objek yang sama. Tujuan penelitian ini adalah untuk mengetahui ada tidaknya pengaruh yang terdapat antara brand ambassador Blackpink terhadap minat beli viewer Instagram. Teori yang digunakan oleh peneliti adalah teori source credibility yang menjelaskan mengenai peran kepercayaan yang dapat mempengaruhi perilaku pelanggan dalam melakukan pembelian. Metode yang digunakan peneliti adalah dengan pendekatan kuantitatif melalui survei dengan menggunakan kuisioner yang disebarkan kepada viewer Instagram brand Oreo. Hasil menunjukkan bahwa terdapat pengaruh yang positif antara brand ambassador terhadap minat beli pelanggan Oreo karena nilai sig 0.000 < 0.05, maka hipotesis diterima. / Brand ambassadors show great influence in influencing customer buying interest. Every brand needs to first analyze the demand shown in the environment to be able to choose the right brand ambassador to represent the promotion for the brand. The object that is focused on in this research is the Oreo brand with the brand ambassador, namely Blackpink. The research gap is in the lack of research that discusses similar research concepts with the same object. The purpose of this study is to determine whether there is influence between Blackpink brand ambassadors on the buying interest of Instagram viewers. The theory used by researchers is the theory of source credibility which explains the role of trust that can influence customer behavior in making purchases. The method used by researchers is a quantitative approach through a survey with a questionnaire instrument distributed to Instagram viewers of the Oreo brand. The results show that there is a positive influence between brand ambassadors on the buying interest of Oreo customers because the sig value is 0.000 <0.05, so the hypothesis is accepted. Keywords: Purchase intention, brand ambassador, Blackpink

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