Pengaruh Brand Ambassador Boyband Exo terhadap Keputusan Pembelian Skincare Nature Republic dikalangan Penggemar Exo (Exo-L) Daerah Jakarta Selatan
DOI:
https://doi.org/10.31334/lugas.v7i1.2809Keywords:
Brand Ambassador, Keputusan Pembelian, Skincare Nature Republic, Penggemar EXO-L,Abstract
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh brand ambassador boyband exo terhadap keputusan pembelian skincare nature republic dikalangan penggemar EXO (Exo-L) daerah jakarta selatan. Hasil Penelitian ini menunjukkan bahwa berdasarkan hasil analisis koefisien regresi diperoleh persamaan Y = -3.682 + 0.919X. Dari persamaan regresi tersebut dapat diketahui bahwa Konstanta (a) sebesar -3.682 menyatakan bahwa jika Brand Ambassador Skincare Nature Republic nilainya adalah 0 (tidak mengalami peningkatan), maka Keputusan Pembelian skincare Nature Republic pada Penggemar Exo Daerah Jakarta nilainya mengalami penurunan sebesar -3.682. Koefisien regresi Brand Ambassador Skincare Nature Republic sebesar 0.919, artinya jika Brand Ambassador Skincare Nature Republic mengalami peningkatan 1 satuan, maka Keputusan Pembelian skincare Nature Republic pada Penggemar Exo Daerah Jakarta mengalami peningkatan sebesar 0.919. Berdasarkan analisis korelasi diperoleh hasil sebesar sebesar 0.703, hal ini berarti hubungan Brand Ambassador Skincare Nature Republic dengan Keputusan Pembelian skincare Nature Republic pada Penggemar Exo Daerah Jakarta kuat dan positif.
References
Buku
Azwar,1997,Metode Penelitian, Jilid I, Yogyakarta : Pustaka Belajar
Firmansyah, M.A, 2019, Pemasaran Produk dan Merek : Planning dan Strategi, Penerbit Qiara Media
Kurniawan, Robert. 2016. Analisis Regresi. Prenada Media.
Kriyantono, Rachmat, 2007, Teknik Praktis Riset Komunikasi, Jakarta : Kencana Media Group
Riduwan, 2005, Skala Pengukuran Variable Penelitian, Bandung : Alfabeta
Royan, Frans M, 2024 Marketing Selebrities, Jakarta, PT Elex Media Komputindo
Shimp, Terence, 2003, Periklanan Promosi & Aspek Tambahan Komunikasi Pemasaran Terpadu, Jilid I (edisi 5), Jakarta, Erlangga
Sugiyono, 2011, Metode Penelitian kuantitatif kualitatif dan R&D, Bandung, Alfabeta
Jurnal dan Skripsi
Citra Wulandari, 2021, Pengaruh Brand Ambassador Terhadap Keputusan Pembelian Smartphone Oppo F3 Di Samarinda, Skripsi, Program Studi Ilmu Komunikasi, Universitas Mulawarman.
Amelia Nur Azza Rahma Nasution, 2021, Pengaruh Brand Ambassador, Perilaku Konsumtif, Dan Fanatisme Terhadap Keputusan Pembelian Produk The Face Shop Dalam Perspektif Ekonomi Islam (Studi Kasus Pada Konsumen Penggemar Boygroup Korea NCT 127 di Indonesia), Skripsi, Program Studi Ilmu Komunikasi, Universitas Islam Negeri Walisongo Semarang.
Dewi Amalia Probosini, 2021, Pengaruh Promosi dan Brand Ambassador terhadap Keputusan Pembelian Pengguna Market Place X dengan Brand Image sebagai Variabel Intervening, Jurnal Komunikasi Bisnis, Volume 2 No. 2.
Lestari, A. I., & Ruswanti, E., 2015, Pengaruh Celebrity Endorser, Kualitas Produk Dan Iklan Terhadap Keputusan Pembelian Bedak Pixy. Jurnal Manajemen Bisnis Indonesia
Ligia Stephani Samosir, Yuliani Rachma Putri, Sylvie Nurfebiaraning, 2016, "Pengaruh penggunaan Brand Ambassador dewi Sandra Terhadap putusan pembelian kosmetik wardah Di kota bandung." Vol. 15, No 2, Agustus 2016 15, 233-240.
Rahayu Sri, 2011, Analisis Pengaruh Iklan, Kepercayaan Merek, Dan Citra Merek terhadap Minat Beli Konsumen, Jurnal ISSN 1693-928X, hal 37-45.
Sagia, Ayu, and Syafrizal Helmi Situmorang. 2018. “Pengaruh Brand Ambassador, Brand Personality Dan Korean Wave Terhadap Keputusan Pembelian Produk Nature Republic Aloe Vera.†Jurnal Manajemen Dan Bisnis Indonesia 5, no. 2 February): 286–98. https://doi.org/10.31843/jmbi.v5i2. 168.
Sarah Amalia Muslim, 2020, Pengaruh Penggunaan Brand Ambassador Dan Brand Image Idol K-Pop Terhadap Keputusan Pembelian (Studi Kasus Perusahaan E-commerce Tokopedia), Skripsi, Program Studi Ilmu Komunikasi, Universitas Muhammadiyah Surakarta
Shyfa Mourizka Nadia, 2020, Pengaruh Brand Ambassador BTS Kpop Terhadap Keputusan Pembelian Di Tokopedia, Jurnal e-Proceeding of Communication Business : Vol.7, No.2, Page 3617, ISSN : 2355-9357
Sisca Putri Wulandari, 2021, Pengaruh Brand Ambassador Terhadap Purchase Intention yang dimediasi Brand Image dan Brand Awareness produk kecantikan Tony Moly, Jurnal Ilmu Komunikasi Bisnis - Vol 12 No 2.
Yu, Eunah, and Junghyun Kim. 2020. “The Relationship between Self-City Brand Connection, City Brand Experience, and City Brand Ambassadors.†Sustainability 12, no. 3 (January): 982.https://doi.org/10.3390/su1203098 2.
Internet
jabargov.prov.id
tabloidbintang.com
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright Notice
Please find the rights and licenses in LUGAS Jurnal Komunikasi, spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, LUGAS Jurnal Komunikasi permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and LUGAS Jurnal Komunikasion distributing works in the journal and other media of publications.
4.Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. LUGAS Jurnal Komunikasi will not be held liable for anything that may arise due to the author(s) internal dispute. LUGAS Jurnal Komunikasi will only communicate with the corresponding author.
5.Miscellaneous
LUGAS Jurnal Komunikasi will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. LUGAS Jurnal Komunikasi editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.
Every accepted manuscript should be accompanied by "Copyright Transfer Agreement" prior to the article publication.
