PENGARUH BRAND AMBASSADOR K-POP I-DLE TERHADAP KEPUTUSAN PEMBELIAN PRODUK REXONA MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI : Survey pada followers Instagram @Rexona_id

    Gya Helisa, - and Vanessa Gaffar, - and Arief Budiman, - (2025) PENGARUH BRAND AMBASSADOR K-POP I-DLE TERHADAP KEPUTUSAN PEMBELIAN PRODUK REXONA MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI : Survey pada followers Instagram @Rexona_id. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador K-pop I-DLE melalui brand image terhadap keputusan pembelian produk Rexona pada followers Instagram akun official Rexona yaitu @rexona_id. Adanya perkembangan pesat di industri perawatan tubuh menyebabkan persaingan yang ketat diantara brand. Memahami keputusan pembelian konsumen merupakan hal yang penting. Rexona, berupaya untuk meningkatkan keputusan pembelian konsumen dengan strategi penggunaan brand ambassador K-pop yaitu I-DLE dan memperkuat brand image mereka. Penelitian ini menggunakan metode kuantitatif. Pengumpulan data dilakukan melalui studi literatur dan penyebaran kuesioner yang melibatkan 398 responden menurut perhitungan Slovin. Prosedur analisis data meliputi uji validitas, uji reliabilitas, analisis deskriptif, analisis Structural Equation Modelling–Partial Least Square (SEM-PLS) menggunakan software SmartPLS v4 serta uji hipotesis t. Hasil penelitian ini menunjukan bahwa ada pengaruh dari Brand Ambassador terhadap Keputusan Pembelian melalui brand image. Temuan ini diharapkan dapat memberikan wawasan bagi pelaku industri perawatan tubuh dalam memahami efektivitas penggunaan brand ambassador melalui brand image dalam meningkatkan keputusan pembelian konsumen. This study aims to analyze the influence of K-pop I-DLE as a brand ambassador through brand image on purchasing decisions of Rexona products among followers of the official Instagram account @rexona_id. The rapid development of the body care industry has led to intense competition among brands, making it crucial to understand consumer purchasing decisions. Rexona seeks to enhance consumer purchasing decisions through the strategy of employing K-pop group I-DLE as its brand ambassador and strengthening its brand image. This research applies a quantitative approach. Data were collected through literature review and questionnaires involving 398 respondents determined using the Slovin formula. The data analysis procedures include validity testing, reliability testing, descriptive analysis, Structural Equation Modelling–Partial Least Square (SEM-PLS) using SmartPLS v4 software, as well as hypothesis testing (t-test). The results show that brand ambassador significantly influences purchasing decisions through brand image. These findings are expected to provide insights for body care industry players in understanding the effectiveness of utilizing brand ambassadors through brand image to enhance consumer purchasing decisions.

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    Official URL: https://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=id&user=Og6HK6AAAAAJ&scilu=&scisig=ACUpqDcAAAAAaNpZTRvqp_q237AZGwEgTu7UslQ&gmla=AH8HC4xc-ToERvH0Zql8EhWGmldgp-U0BF7Abc5wUGV4agtHlTHROw4UzzRz_ugDPQs03-6newpDVnTv_DG_nZEbusRanIO53DzNacI52orEKvz5oNQsPz8C6qI&sciund=14353209572741390806 ID SINTA dosen pembimbing : Vanessa Gaffar : 5993246 Arief Budiman : 5992927
    Uncontrolled Keywords: Brand Ambassador, Brand Image, Keputusan Pembelian, Rexona, I-DLE
    Subjects: H Social Sciences > HD Industries. Land use. Labor
    H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    H Social Sciences > HF Commerce
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Gya Helisa
    Date Deposited: 01 Oct 2025 06:38
    Last Modified: 01 Oct 2025 06:38
    URI: http://repository.upi.edu/id/eprint/141325

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