PENGARUH BRAND AMBASSADOR KPOP IDOL BLACKPINK TERHADAP KEPUTUSAN PEMBELIAN PRODUK OREO X BLACKPINK

AGUSTIANI, RISQA and Putri, Yulia Hamdaini (2023) PENGARUH BRAND AMBASSADOR KPOP IDOL BLACKPINK TERHADAP KEPUTUSAN PEMBELIAN PRODUK OREO X BLACKPINK. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine the effect of brand ambassadors on purchasing decisions using the VisCAP indicator (Visibility, Credibility, Attraction, and Power) on the Oreo X BLACKPINK product in Palembang City. The research method used in this study is a quantitative method with analysis of the t test and F test using SPSS software. The citizen of Palembang City is the population in this study, a sample of 100 respondend was obtained using a random sampling method. The object of this study is the Kpop Idol BLACKPINK which is the brand ambassador of the Oreo X BLACKPINK product. By using the VisCAP indicator to measure the performance of brand ambassadors, the results of the study show that the visibility (popularity) indicator is the most significantly influential indicator compared to the other three indicators with a significance value of 0.036. While the four indicators together have a significant effect on purchasing decisions. However, this study proves that the VisCAP indicator only has an effect of 31.4% on purchasing decisions while the remaining 68.6% is influenced by other variables not examined in this study.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Visibility, credibility, attractiveness, power, keputusan pembelian
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Risqa Agustiani
Date Deposited:	26 Jun 2023 03:32
Last Modified:	26 Jun 2023 03:32
URI:	http://repository.unsri.ac.id/id/eprint/113382

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