Dwijayanti, Isna Masmira (2025) Pengaruh Brand Ambassador Aespa Terhadap Keputusan Pembelian Produk Nabati. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to evaluate the influence of aespa, appointed as a brand ambassador, in enhancing Nabati purchase decisions within the MYNE community by employing the VisCAP method. The research used a quantitative approach, allowing the collection of data measurable in numerical form and analyzable through various statistical methods, such as descriptive analysis to describe data characteristics, correlation analysis to identify relationships between variables, and hypothesis testing to examine differences or associations within the data. This process enabled the researcher to identify patterns, trends, or effects applicable to a broader population. The sampling process was divided into two categories: non probability sampling and probability sampling. The research data were obtained by distributing questionnaires to respondents who are members of aespa’s fan community (MYNE) and through literature review. The variables examined in this research were Brand Ambassador as the independent variable (X) and Purchase Decision as the dependent variable (Y). The data analysis techniques used in this study included validity and reliability tests, classical assumption tests, hypothesis testing, and simple linear regression analysis. The findings obtained from the t-test on variable X (Brand Ambassador) showed a t-value of 7.316 with a significance level of 0.000. Since the significance value is below 0.05 (0.000 < 0.05) and the regression coefficient shows a positive figure of 0.701, it can be concluded that the brand ambassador has an influence of 70.1% on consumers’ purchase decisions. Keywords: brand ambassador, aespa, purchase decision, Nabati, MYNE
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Isna Masmira Dwijayanti | ||||||||
| Date Deposited: | 15 Sep 2025 08:00 | ||||||||
| Last Modified: | 15 Sep 2025 08:00 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/43473 |
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