Meningkatkan Minat Beli Melalui Brand Ambassador

Abstract

ABSTRAK Tingkat persaingan antar perusahaan yang semakin tinggi mengakibatkan konsumen mempunyai peranan penting terhadap brand ambassador dan minat beli. Penelitian ini bertujuan untuk mengetahui dan menjelaskan bagaimana pengaruh brand ambassador terhadap minat beli mie Sedaap Selection Korean Spicy Chicken. Jenis penelitian yang digunakan yaitu metode survei dengan pendekatan kuantitatif, populasi dalam penelitian ini yaitu penduduk Kelurahan Babakan Ciamis yang mengkonsumsi mie Sedaap Selection Korean Spicy Chicken tetapi tidak diketahui jumlah responden yang mengkonsumsi mie Sedaap Selection Korean Spicy Chicken, jumlah sampel yang digunakan sebanyak 100 responden teknik sampling yang dipakai dalam penelitian ini yaitu sampel non-probabilitas dengan menggunakan metode sampling insidental dan metode pengumpulan data ini dengan cara menyebar kuesioner. Analisis data yang digunakan yaitu analisis deskriptif, analisis regresi linear sederhana, analisis determinasi dan uji hipotesis menggunakan uji t (parsial). Hasil pengujian pada uji t (pasrial) yaitu variabel brand ambassador berpengaruh positif dan signifikan terhadap minat beli mie Sedaap Selection Korean Spicy Chicken. Kata Kunci: Brand Ambassador, Minat Beli ABSTRACT The level of competition betwen companies results in consumers have an important role in brand ambassadors and purchase interest. This study aims to determine and explain how the influence of brand ambassadors to purchase interest by Sedaap Selection Korean Spicy Chicken noodles. The type of research is a survey method with a quantitative approach, the population in this study is the residents of Babakan Ciamis Village who consume Sedaap Selection Korean Spicy Chicken noodles but is unknown the number of respondent who consumed Sedaap Selection Korean Spicy Chicken noodles, the number of samples used were 100 technical respondent, the sampling used in this study is a non-probability sample using the incidental sampling metho and this data collection method by distributing questionnaires. Analysis of data used is descriptive analysis, simple linear regression analysis, analysis determination and hypothesis testing using t test (parsial). The test results on the t test (parsial) namely the brand ambassadors variable have a positive and significant impact of interest in buying Sedaap Selection Korean Spicy Chicken noodles. Keyword: Brand Ambassadors, Purchase Interest.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 8 citations exist upstream.