PENGARUH BRAND AMBASSADOR, BRAND IMAGE DAN KOREAN WAVE TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Pembeli Produk McD BTS Meal di Jakarta Utara)

Intan Nur Hakiki

Abstract


This study aims to determine the effect of Brand ambassador, Brand image and Korean wave on the Purchase Decision of McD BTS meal. McDonald's is the largest fast food restaurant in the world. Quantitative research method, a sample of 100 respondents using purposive sampling McD BTS meal buyers. The research data is primary data collected by distributing questionnaires to respondents who have purchased McD BTS meal. Hypothesis testing was carried out using the Statistical Program for Social Science (SPSS) data analysis method version 25. The results showed that Brand ambassador had a negative and insignificant impact on the Purchase Decision of the McD BTS meal. Brand image has a positive and significant impact on the Purchase Decision of McD BTS meal. Korean wave has a positive and significant impact on the Purchase Decision of McD BTS meal.

Keywords


brand ambassador;brand image;korean wave;purchase decision

Full Text:

PDF

References


Arikunto, S. (2006). Manajemen Penelitian. PT Rineka Cipta.

Dihni, V. A. (2022). Pendapatan McDonald’s Tembus US$6 Miliar pada Kuartal IV 2021. Databoks.Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2022/03/21/pendapatan-mcdonalds-tembus-us6-miliar-pada-kuartal-iv-2021

Ghozali, I. (2018). Aplikasi Analisa Multivariate Dengan Program IBM SPSS 25. Universitas Diponegoro.

Irwanti, I. (2016). Analisis Pengaruh Brand Equity Terhadap Proses Keputusan Pembelian Pada Konsumen Pond’S Di Kota Surabaya. Jurnal Manajemen Dan Pemasaran, 1–7.

Kanzanitra, D. A. (2019). “Pengaruh Blackpink sebagai Brand ambassador dan Brand image Shopee terhadap Minat Akses Aplikasi E-commerce” Nama.

Katadata.co.id. (2022). McDonald’s, Merek Restoran Cepat Saji Terbesar Dunia. 7/11/2019. https://databoks.katadata.co.id/datapublish/2019/11/07/mcdonalds-pemimpin-pasar-restoran-cepat-saji

Kemenperin.go.id. (2017). Industri Makanan dan Minuman Masih Jadi Andalan. Kemenperin.Go.Id. https://kemenperin.go.id/artikel/18465/Industri-Makanan-dan-Minuman-Masih-Jadi-Andalan

Kertamukti, R. (2015). Strategi Kreatif dalam Periklanan : Konsep, Pesan, Media, Branding, Anggaran (Ed.1, Cet., p. 210). Rajagrafindo Persada.

Kotler, Philip, K., & Kevin. (2012). A framework for marketing. Sloan Management Review, 32, 94–104.

Kotler Philip, Kevin, K. (2009). Manajemen Pemasaran (Edisi Keti). Erlangga.

Kotler Philip, A. G. (2008). Prinsip-prinsip Pemasaran. Erlangga.

Lestari, H. (2019). Pengaruh Brand Ambassador dan Korean Wave Terhadap Citra Merek serta dampaknya pada Keputusan Pembelian. Administrasi Bisnis, 66(1).

Lita, R., & Cho, Y. C. (2012). The Influence Of Media On Attitudinal And Behavioral Changes : Acceptance Of Culture And Products. 11(12), 1433–1444.

Lungan, R. (2006). Aplikasi Statiska & Hitung Peluang. Graha Ilmu.

Prawira, Y., Murniati, D., Rusli, A., Giriputro, S., Setiawaty, V., Oswari, H., & Said, M. (2012). Clinical, laboratory, and radiologic characteristics of confirmed avian influenza (H5N1). Southeast Asian Journal of Tropical Medicine and Public Health, 43(4), 877–889.

Stanton, W. J. (1993). Prinsip Pemasaran. Erlangga.

Sugiyono, M. (2008). Penelitian Kuantitatif Kualitatif dan RD. Alfabeta.

Sutisna, A. (2003). THE INFLUENCE OF GREEN ADVERTISING AND BRAND IMAGE ON PURCHASE DECISIONS AND THEIR IMPACT ON CUSTOMER LOYALTY CHIYODA LED LIGHTS ( Case Study in Cisaranten Kidul Village ) The Influence Of Green Advertising And Brand image On Purchase Decisions And Their. 11(01), 159–167.

Yenni Aryani, Dr. Osly Usman, M. B. (2019). THE EFFECT OF BRAND AMBASSADOR, BRAND IMAGE, PRODUCT QUALITY, AND PRICE ON PURCHASE INTENTION.

Youna, K. (2019). South Korean Popular Culture and North Korea Edited by (1st Editio). Routledge. https://doi.org/9781351104128


Refbacks

  • There are currently no refbacks.