Pengaruh Brand Ambassador Terhadap Minat Beli Konsumen Shopee Segmentasi Pria Di Indonesia. (studi Pada Stray Kids Sebagai Brand Ambassador)

Clarisha Yustiana, Nuslih Jamiat

Abstract

ABSTRAK
Penelitian ini dilakukan untuk mengetahui pengaruh Stray Kids sebagai Brand Ambassador terhadap Minat Beli
konsumen Shopee segmentasi pria di Indonesia. Tujuan dilakukannya penelitian ini adalah untuk mengetahui dan
menganalisis bagaimana tanggapan konsumen Shopee segmentasi pria terhadap Stray Kids sebagai Brand
Ambassador Shopee Indonesia, bagaimana Minat Beli konsumen Shopee segmentasi pria di Indonesia, besarnya
pengaruh Stray Kids sebagai Brand Abassador Shopee Indonesia terhadap konsumen Shopee segmentasi pria di
Indonesia.
Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif-kausalitas. Pengambilan
sampel dilakukan dengan metode non-probabilty sampling jenis purposive sampling, dengan jumlah responden
sebanyak 100 orang. Teknik analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier
sederhana.
Berdasarkan hasil uji hipotesis secara parsial (uji t) didapat bahwa variabel Stray Kids sebagai brand
Ambassador Shopee Indonesia tidak berpengaruh signifikan terhadap Minat Beli konsumen Shopee segmentasi
pria di Indonesia. Hal ini dibuktikan dengan thitung (0,753) < ttabel (1,734237) dan tingkat signifikasi 0,747 > 0,05.
Berdasarkan koefisien determinasi didapat bahwa pengaruh variabel Stray Kids sebagai Brand Ambassador
Shopee Indonesia (X) terhadap variabel Minat Beli (Y) adalah sebesar 68,4%.
Kesimpulan penelitian ini, pengaruh Stray Kids sebagai Brand Ambassador Shopee Indonesia sudah
masuk kedalam kategori cukup baik, namun tidak berpengaruh secara signifikan terhadap minat beli konsumen
Shopee segmentasi pria di Indonesia.
Kata kunci: Brand Ambassador, Consumen Behaviour, Purchase Intention.
ABSTRACT
This research was conducted to find out the influence of Stray Kids as An Abassador Brand on The Buying Interest of
Shopee male segmentation consumers in Indonesia. The purpose of this research is to find out and analyze how shopee
consumers respond to The Male Segmentation of Stray Kids as Brand Ambassador Shopee Indonesia, how Shopee
Consumers Buy Interest segmentation of men in Indonesia, the influence of Stray Kids as Brand Ambassador Shopee
Indonesia on shopee consumers segmentation of men in Indonesia.
This research uses quantitative method with descriptive-causality research type. Sampling was done by nonprobabilty sampling method purposive sampling type, with the number of respondents as many as 100 people. Data analysis
techniques used are descriptive analysis and simple linear regression analysis.
Based on the partial hypothesis test results (t test) it was obtained that the Stray Kids variable as a Shopee
Indonesia brand Ambassador has no significant effect on the Buying Interest of male segmentation Shopee consumers in
Indonesia. This is evidenced by t-count (0.753) < t-table (1.734237) and signification rate of 0.747 > 0.05. Based on the
coefficient of determination obtained that the influence of Stray Kids variable as Shopee Indonesia Brand Ambassador (X)
on Buy Interest variable (Y) is 68.4%.
The conclusion of this study, the influence of Stray Kids as Shopee Indonesia Brand Ambassador has been included
in the category quite well, but has not significantly influenced the buying interest of shopee male segmentation consumers
in Indonesia.
Keywords: Brand Ambassador, Consumen Behaviour, Purchase Intention.

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