PENGARUH BRAND AMBASSADOR IDOL K-POP, SALES PROMOTION, DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK OREOxBLACKPINK

MUHAMMAD NUR FARICHIN, 12405193250 (2024) PENGARUH BRAND AMBASSADOR IDOL K-POP, SALES PROMOTION, DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK OREOxBLACKPINK. [ Skripsi ]

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Abstract

The thesis entitled "The Influence of K-Pop Idol Brand Ambassadors, Sales Promotion, and Electronic Word of Mouth on Purchasing Decisions on OREOxBLACKPINK Products" was written by Muhammad Nur Farichin, NIM 12405193250, Sharia Business Management Study Program, Faculty of Economics and Islamic Business, Islamic University Negeri (UIN) Sayyid Ali Rahmatullah Tulungagung, Supervisor: Rizal Furqan Ramadhan, S.Kom., M.T. This research is motivated by the development of South Korean culture which supports the growth of domestic companies, especially in the manufacturing sector in Indonesia, being one of the biggest fans of K-Pop culture in the world, many local companies collaborating with South Korean artists/celebrities as brand ambassadors so they can raise the image of a product it carries. This research aims to find out whether there is an influence between K-Pop Idol Brand Ambassador, Sales Promotion, and Electronic Word of Mouth on Purchase Decisions for OREoxBLACKPINK products. This research uses associative quantitative research methods. Data collection uses online questionnaires. The population in this study were fans of the BLACKPINK idol, Blink, who had purchased OREOxBLACKPINK products. The sample in this research was 100 respondents. The analysis technique in this research uses quantitative analysis and multiple linear regression. The statistical calculation tool used is IBM SPSS Statistics 26. The research results show that 1) Brand Ambassador has a positive and significant influence on purchasing decisions for OREOxBLACKPINK products as indicated by the tcount > ttable (0.3,548 > 1.663) and sig. 0.001 > 0.05. 2) ; 2) Sales promotions do not have a positive and significant effect on purchasing decisions for OREoxBLACKPINK products as indicated by the tcount > ttable value (1.424 < 1.663) and the sig value. 0.158 > 0.05. 3) ; 3) Electronic Word of Mouth does not have a positive and significant effect on purchasing decisions for OREOxBLACKPINK products as indicated by the tcount > ttable (1.391 < 1.663) and sig. 0.168 > 0.05. 4) Purchase decisions on OREOxBLACKPINK products are influenced by three variables which are indicated by the value of fcount > ftable (58.159 > 3.108). Keywords: Brand Ambassador, Electronic Word of Mouth, Purchase Decision, Sales Promotion

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