Skripsi

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

---

Penilaian

---

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.

---

Availability

Inventory Code	Barcode	Call Number	Location	Status
2307002476	T113382	T1133822023	Central Library (Referens)	Available

Detail Information

Series Title

-

Call Number

T1133822023

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2023

Collation

xviii, 89 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

-

Classification

658.810 7

Content Type

Text

Media Type

-

Carrier Type

-

Edition

-

Subject(s)

Prodi Manajemen, Manajemen Pemasaran

Specific Detail Info

-

Statement of Responsibility

MURZ

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment