Pengaruh Brand Ambassador dan Testimoni Sosial Media terhadap Minat Beli Generasi Z pada McDonald Setiabudi Bandung - Angga Dewi Anggraeni; Dera Thorfiani; Ilham Hidayat (LPPM Universitas Buana Perjuangan Karawang, 2023)
A B S T R A C TThe development of the food industry in big cities is currently growing rapidly, especially fast food, changes in lifestyle and people's behavior in everyday life affect consumption of fast food. one of them is McDonald's, which has become popular with generation Z, BTS is currently being favored by generation Z and dissemination through social media is the most effective medium. The measurement of purchase intention variable uses interest, desire, and action indicators. The brand ambassador variables are popularity, expertise, and charm, while the testimonial variables in social media are interest, trust, and attention. This research is a causal associative with quantitative techniques. The research population is 549 people seen from sales of BTS Meal products in June 2022, with a sample of 137 respondents. Data collection techniques using questionnaires, with data analysis techniques descriptive analysis, multiple linear regression analysis, T test, F test, and the coefficient of determination. The results showed that brand ambassadors were considered very good, testimonials in social media were considered very good and purchase intention was considered very good. Brand ambassadors influence purchase intention, social media testimonials influence purchase intention, brand ambassadors and social media testimonials influence purchase intention with a large influence of 59.3%.A B S T R A KPerkembangan industri makanan di kota besar saat ini berkembang pesat khususnya makanan cepat saji, perubahan gaya hidup dan perilaku masyarakat dalam kehidupan sehari-hari mempengaruhi konsumsi makanan ceoat saji. salah satunya adalah McDonald yang menjadi populer generasi Z BTS saat ini sedang digemari oleh generasi Z dan penyebaran melalui sosial media menjadi media paling efektif. Pengukuran variabel minat beli menggunakan indikatorinterest, desire, dan action. Variabel brand ambassador yaitu kepopuleran, keahlian, dan kepesonaan, sedangkan variabel testimonial in social media yaitu ketertarikan, kepercayaan, dan attention. Penelitian ini merupakan asosiatif kausal dengan teknik kuantitatif. Populasi penelitian yaitu 549 orang dilihat dari penjualan produk BTS Meal pada bulan Juni 2022, dengan sample 137 responden. Tehnik pengumpulan data dengan menggunakan angket, dengan teknik analisis datanya analisis deskriptif, analisis regresi linear berganda, uji T, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa brand ambassador dinilai sangat baik, testimony in media social dinilai sangat baik dan minat beli dinilai sangat baik. Brand ambassador berpengaruh terhadap minat pembelian, testimony social media berpengaruh terhadap minat beli, brand ambassador dan testimony social media berpengaruh terhadap minat beli dengan besar pengaruh 59,3%.