PENGARUH BRAND AMBASSADOR WENDY RED VELVET TERHADAP KEPUTUSAN PEMBELIAN PADA IKLAN POND’S BRIGHT BEAUTY TRIPLE GLOW SERUM (STUDI PADA ANGGOTA KOMUNITAS HANSARANG CLUB PALEMBANG)

RIZKY, SAHANA and Nisyak, Hoirun and Pratiwi, Miftha (2022) PENGARUH BRAND AMBASSADOR WENDY RED VELVET TERHADAP KEPUTUSAN PEMBELIAN PADA IKLAN POND’S BRIGHT BEAUTY TRIPLE GLOW SERUM (STUDI PADA ANGGOTA KOMUNITAS HANSARANG CLUB PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

A company must continue to develop and carry out a series of marketing strategies to get public attention. One form of this marketing strategy is the use of brand ambassadors, this aims to make a product widely known in the community. This research entitled "The Effect of Brand Ambassador Wendy Red Velvet on Purchasing Decisions in Pond's Bright Beauty Triple Glow Serum Ads (Study on Members of the Hansarang Club Palembang Community)". This study uses the Brand Ambassador Theory put forward by Shimp and the Purchase Decision Theory put forward by Firmansyah. This study uses quantitative research methods using data analysis techniques. This study aims to determine how much influence brand ambassador Wendy Red Velvet has on purchasing decisions in Pond's Bright Beauty Triple Glow Serum advertisements. This study used a sample of 52 respondents, namely members of the Palembang Hansarang Club community.Methods of data collection using questionnaires, observation and documentation. Based on the analysis of the data that has been processed, the results show that Wendy Red Velvet's brand ambassador has a significant influence on purchasing decisions. This is based on the known t-value of 9.318 > t-table 2.674. Thus Ha is supported in this study. In addition, an R square value of 0.635 was also obtained, so it can be concluded that the independent variable (brand ambassador) has an influence of 63.5% on the dependent variable (purchasing decision). Keywords : Brand Ambassadors, purchasing decisions, advertising, community.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brand Ambassador, keputusan pembelian, iklan, komunitas.
Subjects: H Social Sciences > H Social Sciences (General)
P Language and Literature > PN Literature (General) > PN1990 Broadcasting
Divisions: 07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User: SAHANA RIZKY
Date Deposited: 11 Aug 2023 02:57
Last Modified: 11 Aug 2023 02:57
URI: http://repository.unsri.ac.id/id/eprint/126879

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