HUBUNGAN KREDIBILITAS ARTIS K-POP SEBAGAI BRAND AMBASSADOR PADA KEPUTUSAN PEMBELIAN DI KALANGAN PENGGEMAR: Studi Korelasional Kredibilitas Artis K-pop BTS sebagai Brand Ambassador Samsung pada Keputusan Pembelian di Kalangan ARMY Indonesia

• Main Author: Erni Meilina, (Author)
• Format: Book
• Published: 2022-03-15.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upnvj.ac.id/20058/1/ABSTRAK.pdf; http://repository.upnvj.ac.id/20058/2/AWAL.pdf; http://repository.upnvj.ac.id/20058/3/BAB%201.pdf; http://repository.upnvj.ac.id/20058/4/BAB%202.pdf; http://repository.upnvj.ac.id/20058/5/BAB%203.pdf; http://repository.upnvj.ac.id/20058/6/BAB%204.pdf; http://repository.upnvj.ac.id/20058/7/BAB%205.pdf; http://repository.upnvj.ac.id/20058/8/DAFTAR%20PUSTAKA.pdf; http://repository.upnvj.ac.id/20058/9/RIWAYAT%20HIDUP.pdf; http://repository.upnvj.ac.id/20058/10/LAMPIRAN.pdf; http://repository.upnvj.ac.id/20058/11/HASIL%20PLAGIARISME.pdf; http://repository.upnvj.ac.id/20058/12/ARTIKEL%20KI.pdf
• Keywords: H Social Sciences (General); HT Communities. Classes. Races

This study aims to measure and analyze the credibility relationship of K-pop BTS artists as Samsung brand ambassadors among Indonesian ARMYs using source credibility theory. The method used is quantitative correlation using primary and secondary data sources. The population used in this study is Indonesian ARMY with a sample of 100 respondents. The sampling technique used was purposive sampling. Researchers used data analysis techniques Pearson Product Moment correlation test, coefficient of determination test, and hypothesis testing using t test. The credibility of the brand ambassador is measured based on the dimensions of expertise, trustworthiness, and attractiveness. While purchasing decisions are measured based on the dimensions of need recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase supported by the AIDA model. The results of the correlation test of the X variable (brand ambassador credibility) with the Y variable (purchase decision) showed a correlation of 0.341. The results of the coefficient of determination test are 11.6% and the results of hypothesis testing with a t-test of 3.591, which means Ha is accepted and Ho is rejected. The conclusion is that there is a relationship between the credibility of K-pop artists BTS as Samsung brand ambassadors and purchasing decisions among Indonesian ARMYs.