Article Per Year (5 Year)
p-Index From 2020 - 2025
0.444
P-Index
This Author published in this journals
All Journal EKOMABIS: Jurnal Ekonomi Manajemen Bisnis Jurnal Ilmiah Wahana Pendidikan
Putri, Shalsa Billa
Unknown Affiliation
Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : EKOMABIS: Jurnal Ekonomi Manajemen Bisnis

 1 
Popularitas Ambassador Merek, Iklan Digital dan Citra Merek dalam Meningkatkan Minat Beli Konsumen: The Popularity of Brand Ambassadors, Digital Advertising and Brand Image in Increasing Consumer Buying Interest Putri, Shalsa Billa; Mulyanto, Heru
EKOMABIS: Jurnal Ekonomi Manajemen Bisnis Vol. 4 No. 01 (2023): Ekomabis Edisi Januari 2023
Publisher : LPPM Universitas Pelita Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37366/ekomabis.v4i01.395

Abstract

Minat beli konsumen mejadi satu hal yang harus diperhatikan dalam pemasaran produk dengan mengenali faktor yang dapat memicunya. Penelitian ini untuk mengetahui pengaruh popularitas ambassador merek, iklan digital dan citra merek dalam meningkatkan minat beli konsumen pada produk lemonilo. Penelitian melibatkan 200 yang merupakan penggemar NCT Dream sebagai ambassador merek. Data penelitian diperoleh dari kuesioner yang selanjutnya dianalisis menggunakan analisis regresi linier berganda pada taraf uji 5%. Penelitian menghasilkan temuan terdapatnya pengaruh popularitas ambassador merek, iklan digital dan citra merek terhadap minat beli. Yang menarik popularitas ambassador merek justru negatif dalam mepengaruhi minat beli konsumen. Consumer buying interest is one thing that must be considered in product marketing by recognizing the factors that can trigger it. This study is to determine the influence of brand ambassador popularity, digital advertising and brand image in increasing consumer buying interest in lemonilo products. The study involved 200 NCT Dream fans as brand ambassadors. The research data were obtained from questionnaires which were then analyzed using multiple linear regression analysis at a test level of 5%. The research found that there is an influence of brand ambassador popularity, digital advertising and brand image on buying interest. Interestingly, the popularity of brand ambassadors is actually negative in influencing consumer buying interest.
Co-Authors Dahlia, Mutiara Heru Mulyanto Kandriasari, Annis