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All Journal Sosial Simbiosis: Jurnal Integrasi Ilmu Sosial dan Politik
Rafeby Zhenda Violet
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Humanities Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Pengaruh Nicholas Saputra sebagai Brand Ambassador terhadap Minat Beli Kanzler Crispy Chicken Nugget Rafeby Zhenda Violet; Oktaviana Purnamasari
Sosial Simbiosis : Jurnal Integrasi Ilmu Sosial dan Politik Vol. 2 No. 2 (2025): Mei : Sosial Simbiosis : Jurnal Integrasi Ilmu Sosial dan Politik
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/sosial.v2i2.1418

Abstract

The use of Brand Ambassadors is becoming increasingly popular in marketing strategies to influence customer behavior. This study aims to measure the role of Nicholas Saputra as a brand ambassador, consumer purchase intention for Kanzler Crispy Chicken Nugget, and the influence of the brand ambassador on purchase intention, focusing on followers of the Instagram account @temankanzler. Using brand ambassador and consumer behavior theories, this study involves two variables: Brand Ambassador (X), consisting of four dimensions (Popularity, Credibility, Attractiveness, Strength), and Purchase Intention (Y), which includes four dimensions (Transactional Intention, Referential Intention, Preferential Intention, Exploratory Intention). A quantitative method was applied through a survey of 71 respondents, analyzed using descriptive statistics and simple linear regression with SPSS. The results indicate that the mean perception of respondents for variables X and Y is 3.80 (agree). Validity and reliability tests confirm that all statement items are valid and reliable. Simple linear regression shows a positive and significant influence of the brand ambassador on purchase intention, with a determination coefficient (Adjusted R²) of 0.789, meaning that 78.9% of the variation in purchase intention is explained by the Brand Ambassador variable, while 21.1% is influenced by other factors.
Co-Authors Oktaviana Purnamasari