Pengaruh Brand Ambassador Dan Sosial Media Promotion Terhadap Purchase Decision (Pada Produk Xiaomi di Kota Semarang) - Muhammad Jembar Aurum Asadullah; Hari Susanta Nugraha (Jurnal Ilmu Administrasi Bisnis, 2026)
Abstract: The globalization and technological era has intensified competition in the smartphone industry, including Xiaomi, which employs Brand Ambassador and social media strategies to boost sales. However, sales fluctuations in Semarang suggest these strategies are not fully effective. This study examines the impact of Brand Ambassador and social media promotion on Xiaomi’s purchasing decisions in Semarang. Using a quantitative explanatory approach, 100 respondents were selected based on specific criteria, including owning Xiaomi products, recognizing Bunga Citra Lestari (BCL) as Xiaomi’s Brand Ambassador, and seeing its social media promotions before purchase. Data analysis using SPSS 27.0 shows Brand Ambassador contributes 18.7% and social media promotion 28.3% to purchasing decisions. Together, these factors significantly influence consumer decisions. Despite their effectiveness, improvements are needed. Recommendations include enhancing BCL’s campaigns with relatable, educational content and emotional storytelling, supported by technical training. Xiaomi should refine its social media content, ensure consistent posting, and actively engage consumers to build loyalty. Collaborating with tech influencers and adopting targeted strategies could further boost engagement and loyalty.Abstraksi: Era globalisasi dan kemajuan teknologi meningkatkan persaingan di industri smartphone, termasuk Xiaomi, yang mengandalkan Brand Ambassador dan promosi media sosial untuk meningkatkan penjualan. Namun, fluktuasi penjualan di Semarang menunjukkan strategi ini belum sepenuhnya efektif. Penelitian ini menganalisis pengaruh Brand Ambassador dan promosi media sosial terhadap keputusan pembelian produk Xiaomi di Semarang. Dengan metode kuantitatif eksplanatori, penelitian melibatkan 100 responden yang menggunakan produk Xiaomi, mengenal Bunga Citra Lestari (BCL) sebagai Brand Ambassador, melihat promosi media sosial sebelum membeli, dan berdomisili di Semarang. Analisis data menggunakan SPSS 27.0 menunjukkan Brand Ambassador berkontribusi 18,7%, sementara promosi media sosial menyumbang 28,3% terhadap keputusan pembelian. Secara bersama-sama, kedua faktor ini memiliki pengaruh signifikan. Namun, peningkatan diperlukan. Rekomendasi mencakup penguatan kampanye BCL dengan konten relatable, edukatif, dan storytelling emosional, ditambah pelatihan teknis. Xiaomi juga perlu meningkatkan desain konten media sosial, menjaga konsistensi posting, aktif berinteraksi dengan konsumen, serta bekerja sama dengan influencer teknologi untuk memperkuat keterlibatan dan loyalitas konsumen.