PENGARUH BRAND AMBASSADOR TERHADAP PURCHASE INTEREST PRODUK GLAD 2 GLOW PADA GEN Z

Ai Solihat, - and Btari Mariska Purwaamijaya, - and Adi Prehanto, - (2025) PENGARUH BRAND AMBASSADOR TERHADAP PURCHASE INTEREST PRODUK GLAD 2 GLOW PADA GEN Z. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk mengukur pengaruh brand ambassador terhadap purchase interest produk skincare Glad 2 Glow pada konsumen Generasi Z. Generasi Z dikenal sebagai digital native yang sangat aktif di media sosial dan responsif terhadap strategi pemasaran berbasis figur publik. Variabel brand ambassador diukur melalui lima indikator: visibility, congruence, credibility, attraction, dan power, sedangkan purchase interest diukur melalui empat indikator: transactional, referential, preferential, dan explorative interest. Penelitian ini menggunakan metode kuantitatif dengan pendekatan regresi linear sederhana dan melibatkan 118 responden Gen Z yang mengisi kuesioner secara daring. Hasil uji validitas dan reliabilitas menunjukkan bahwa semua item kuesioner valid dan reliabel. Uji t menunjukkan bahwa brand ambassador berpengaruh signifikan terhadap purchase interest dengan nilai signifikansi 0.000 dan koefisien regresi sebesar 0.644 dengan nilai R² sebesar 70,3% variasi purchase interest dijelaskan oleh persepsi terhadap brand ambassador. Temuan ini menggarisbawahi pentingnya pemilihan figur publik yang kredibel, relevan, dan menarik dalam meningkatkan purchase interest konsumen muda terhadap produk kecantikan. This study aims to measure the influence of brand ambassadors on the purchase interest of Glad 2 Glow skincare products among Generation Z consumers. Generation Z is known as digital natives who are highly active on social media and responsive to marketing strategies involving public figures. The brand ambassador variable is measured using five indicators: visibility, congruence, credibility, attraction, and power, while purchase interest is assessed through four indicators: transactional, referential, preferential, and explorative interest. The research adopts a quantitative method with a simple linear regression approach, collecting data from 118 Gen Z respondents through an online questionnaire. Validity and reliability tests confirmed that all questionnaire items are valid and reliable. The t test indicates that brand ambassadors significantly affect purchase interest (p = 0.000), with a regression coefficient of 0.644 with an R² value of 70.3% of the variation in purchase interest is explained by perceptions of brand ambassadors. These findings highlight the importance of selecting credible, relevant, and appealing public figures to enhance purchase interest among young beauty consumers.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_profile&hl=en&authuser=4 ID SINTA Dosen Pembimbing: Btari Mariska Purwaamijaya: 6681170 Adi Prehanto: 6745739
Uncontrolled Keywords:	Brand Ambassador, Generasi Z, Glad 2 Glow, Pemasaran Digital, Purchase Interest Brand Ambassador, Digital Marketing, Generation Z, Glad 2 Glow, Purchase Interest
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	Ai Solihat
Date Deposited:	10 Sep 2025 08:12
Last Modified:	10 Sep 2025 08:12
URI:	http://repository.upi.edu/id/eprint/136501

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