Pengaruh Brand Ambassador Terhadap Brand Image Serta Dampaknya Terhadap Keputusan Pembelian (studi Pada Pengguna Smartphone Oppo)

Rian Darmawan, Erni Martini

Abstract

ABSTRAK Perkembangan teknologi komunikasi smartphone di Indonesia. Para produsen smartphone terus memberikan inovasi yang sesuai dengan kebutuhan dan keinginan konsumen. Salah satu produsen smartphone di Indonesia adalah OPPO. OPPO memerlukan strategi promosi dalam meningkatkan Image perusahaan dan menarik minat beli konsumen. Strategi promosi yang digunakan OPPO adalah menggunakan Brand Ambassador dalam iklannya. Penelitian ini bertujuan untuk menguji apakah ada pengaruh dari Brand Ambassador terhadap Brand Image serta dampaknya terhadap Keputusan Pembelian. Penelitian ini dilakukan pada pengguna produk smartphone OPPO di Indonesia. Penelitian ini menggunakan metode kuantitatif dengan teknik pengambilan data dengan mengumpulkan kuisioner yang disebarkan. Selain itu penelitian ini mempunyai jumlah sampel sebanyak 385 responden dengan menggunakan metode sampling non probability dengan jenis accidental sampling. Pada penelitian ini menggunakan skala likert. Penelitian ini menggunakan 26 butir pertanyaan kuisioner untuk untuk 3 variabel. Pengolahan data dilakukan dengan menggunakan SPSS. Berdasarkan evaluasi pengaruh antar variabel, diperoleh Brand Ambassador berpengaruh signifikan terhadap Brand Image, Brand Ambassador berpengaruh signifikan terhadap Keputusan pembelian, Brand Image berpengaruh signifikan terhadap Keputusan Pembelian. Berdasarkan hasil penelitian , terdapat beberapa variabel yang perlu diperbaiki atau ditingkatkan oleh OPPO mengenai variabel Brand Ambassador yaitu Brand Ambassador dapat memperagakan fitur-fitur produk OPPO serta pada variabel Brand Image merek logo OPPO sangat menarik bagi saya. Kata Kunci: Brand Ambassador, Brand Image, Keputusan Pembelian, smartphone, OPPO ABSTRACT The development of smartphone communication technology is increasingly rapid, including the development of smartphone communication technology in Indonesia. The smartphone manufacturers continue to provide innovations that suit the needs and desires of consumers. One of the smartphone manufacturers in Indonesia is OPPO. OPPO needs a promotional strategy to improve the image of the company and attract consumer buying interest. The promotional strategy used by OPPO is to use Brand Ambassadors in their advertisements. This study aims to examine whether there is an influence from Brand Ambassador on Brand Image and its impact on Purchasing Decisions. This research was conducted on users of OPPO smartphone products in Indonesia. This study uses a quantitative method with data collection techniques by collecting distributed questionnaires. In addition, this study has a total sample of 385 respondents using non probability sampling method with the type of accidental sampling. In this study using a Likert scale. This study uses 26 questionnaire questions for 3 variables. Data processing is done using SPSS. Based on the evaluation of influences between variables, obtained Brand Ambassadors have a significant effect on Brand Image, Brand Ambassadors have a significant effect on purchasing decisions, Brand Image has a significant effect on Purchasing Decisions. Based on the results of the study, there are several variables that need to be improved or improved by OPPO regarding Brand Ambassador variables, namely Brand Ambassadors can demonstrate the features of OPPO products and on the Brand Image variable the OPPO logo is very interesting to me. Keywords: Brand Ambassador, Brand Image, Purchase Decision, smartphone, OPPO 1. Pendahuluan Di era globalisasi ini perkembangan teknologi komunikasi semakin berkembang d

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