Pengaruh Brand Ambassador, Brand Personality Terhadap Consumer-Based Brand Equity Dan Purchase Intention (Studi Pada Penonton Iklan Nu Green Tea Oleh Nct 127 Di Kalangan Mahasiswa Universitas Brawijaya)

Yuliadewi, Vina Elviana and Drs. Sunaryo (2021) Pengaruh Brand Ambassador, Brand Personality Terhadap Consumer-Based Brand Equity Dan Purchase Intention (Studi Pada Penonton Iklan Nu Green Tea Oleh Nct 127 Di Kalangan Mahasiswa Universitas Brawijaya). Sarjana thesis, Universitas Brawijaya.

Abstract

Fenomena Korean Wave di Indonesia dimanfaatkan NU Green Tea untuk menjadikan NCT127 sebagai brand ambassador. Strategi ini dimaksudkan agar mendorong minat beli konsumen, terlebih penggemar NCT127. Perilaku generasi Z yang cenderung menyukai hal-hal kekinian berdampak pada meningkatnya persaingan dalam industri minuman. Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador, brand personality, terhadap consumer-based brand equity dan purchase intention. Pengambilan sampel menggunakan metode purposive sampling. Ukuran sampel yang digunakan sebanyak 153 responden dengan kriteria merupakan mahasiswa S-1 Universitas Brawijaya, berusia minimal 17 tahun, pernah menonton iklan NU Green Tea yang dibintangi oleh NCT127, dan pernah membeli produk NU Green Tea. Metode analisis data menggunakan analisis jalur dengan software SmartPLS 3.3.3. Hasil penelitian menunjukkan bahwa brand ambassador dan brand personality memiliki pengaruh langsung secara positif dan signifikan terhadap consumer-based brand equity, brand ambassador memiliki pengaruh langsung secara positif dan signifikan terhadap purchase intention, brand personality memiliki pengaruh langsung secara positif tetapi tidak signifikan terhadap purchase intention, consumer-based brand equity memiliki pengaruh langsung secara positif dan signifikan terhadap purchase intention, dan consumer-based brand equity memiliki pengaruh mediasi penuh dalam hubungan pengaruh brand personality terhadap purchase intention.

English Abstract

he Korean Wave phenomenon in Indonesia is used by NU Green Tea to make NCT127 a brand ambassador. This strategy is intended to encourage consumer buying interest, especially NCT127 fans. Generation Z's behavior that tends to like contemporary things has an impact on increasing competition in the beverage industry. This study aims to determine the effect of brand ambassadors, brand personality, on consumer-based brand equity and purchase intention. Sampling using purposive sampling method. The sample size used was 153 respondents with the criteria of being an undergraduate student at Brawijaya University, at least 17 years old, had watched an advertisement for NU Green Tea starring NCT127, and had bought NU Green Tea products. The data analysis method uses path analysis with SmartPLS 3.3.3 software. The results of the study indicate that brand ambassadors and brand personality have a positive and significant direct influence on consumer-based brand equity, brand ambassadors have a positive and significant direct influence on purchase intention, brand personality has a direct but not significant positive effect on purchase intention, consumer-based brand equity has a positive and significant direct influence on purchase intention, and consumer-based brand equity has a full mediating effect on the relationship between brand personality and purchase intention.

Item Type:	Thesis (Sarjana)
Identification Number:	0521020538
Uncontrolled Keywords:	brand ambassador, brand personality, consumer-based brand equity, purchase intention, brand ambassador, brand personality, consumer-based brand equity, purchase intention.
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Nur Cholis
Date Deposited:	14 Mar 2023 01:45
Last Modified:	24 Sep 2024 01:22
URI:	http://repository.ub.ac.id/id/eprint/197538

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