Hubungan antara Brand Ambassador dengan Minat Beli Masyarakat - Muhammad Haris Munandar; Mochammad Rochim (UNISBA Press, 2024)
Abstract. Shopee is the most popular online shopping platform in Taiwan and Southeast Asia. Shopee was first launched in 2005 in Singapore. In 2015, Shopee was first present in Indonesia. The purpose of this study is to examine and analyze: 1) The relationship between Ruben Onsu and Sarwendah as Shopee Brand Ambassadors on people's buying interest. 2) The relationship between visibility, credibility, attraction, and power of Ruben Onsu and Sarwendah as Shopee Brand Ambassadors to people's buying interest. .In this study, the author uses the correlation study method to study and analyze which will later benefit from his research. By using quantitative methods supported by using Spearman Rank theory as a foundation in reviewing hypotheses and subhypotheses, it is expected to make it easier for researchers to analyze the data that has been obtained. There is a uniqueness that will be explored regarding the use of Ruben Onsu and Sarwendah as Shopee Brand Ambassadors for people's buying interest. The results of this study show that there is a relationship between Ruben Onsu and Sarwendah as brand ambassadors of the Shopee online shopping application with people's buying interest in RT 01 and RT 05 RW 09 obtained 0.000 and α which is 0.05 with test criteria, namely reject H0 if the significance value (sig) < α so that 0.000 < 0.05 is rejected H0. Then based on the calculation results, the value of the correlation coefficient is 0.636. The correlation coefficient value of 0.636 shows a strong relationship between Ruben Onsu and Sarwendah as brand ambassadors of the Shopee online shopping application with people's buying interest. Abstrak. Shopee adalah platform belanja online paling populer di Taiwan dan Asia Tenggara. Shopee pertama kali diluncurkan pada tahun 2005 di Singapura. Ditahun 2015, Shopee pertama kali hadir di Indonesia. Tujuan dari penelitian ini diantaranya adalah untuk mengkaji dan menganalisis: 1) Hubungan Ruben Onsu dan Sarwendah sebagai Brand Ambassador Shopee terhadap minat beli Masyarakat. 2) Hubungan visibility, credibility, attraction, dan power Ruben Onsu dan Sarwendah sebagai Brand Ambassador Shopee terhadap minat beli Masyarakat. Pada penelitian ini, penulis menggunakan metode studi korelasi untuk mengkaji dan menganalisis yang nantinya akan ditungkan kedalam penelitiannya. Dengan menggunakan metode kuantitatif didukung dengan menggunakan teori Rank Spearman sebagai landasan dalam mengkaji hipotesis dan subhipotesis, diharapkan dapat memudahkan peneliti dalam menganalisis data yang sudah didapatkan. Terdapat keunikan yang akan digali terkait penggunaan Ruben Onsu dan Sarwendah sebagai Brand Ambassador Shopee terhadap minat beli Masyarakat. Hasil penelitian ini menunjukan bahwa, terdapat hubungan antara Ruben Onsu dan Sarwendah sebagai brand ambassador aplikasi belanja online Shopee dengan minat beli masyarakat di lingkungan RT 01 dan RT 05 RW 09 didapat 0.000 dan α yaitu 0.05 dengan kriteria uji yaitu tolak H0 jika nilai signifikansi (sig) < α sehingga 0.000 < 0.05 dinyatak tolak H0. Kemudian berdasarkan hasil perhitungan, diperoleh nilai koefisien korelasi yakni sebesar 0.636. Nilai koefisien korelasi sebesar 0.636 menunjukan hubungan yang kuat antara Ruben Onsu dan Sarwendah sebagai brand ambassador aplikasi belanja online Shopee dengan minat beli Masyarakat