eprintid: 141325
rev_number: 32
eprint_status: archive
userid: 219537
dir: disk0/00/14/13/25
datestamp: 2025-10-01 06:38:28
lastmod: 2025-10-01 06:38:28
status_changed: 2025-10-01 06:38:28
type: thesis
metadata_visibility: show
creators_name: Gya Helisa, -
creators_name: Vanessa Gaffar, -
creators_name: Arief Budiman, -
creators_nim: NIM2106976
creators_nim: NIDN0007037404
creators_nim: NIDN0004108405
creators_id: gya.helisa@upi.edu
creators_id: vanessa@upi.edu
creators_id: arief.budiman@upi.edu
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: Vanessa Gaffar, -
contributors_name: Arief Budiman, -
contributors_nidn: NIDN0007037404
contributors_nidn: NIDN0004108405
contributors_id: vanessa@upi.edu
contributors_id: arief.budiman@upi.edu
title: PENGARUH BRAND AMBASSADOR K-POP I-DLE TERHADAP KEPUTUSAN PEMBELIAN PRODUK REXONA MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI : Survey pada followers Instagram @Rexona_id
ispublished: pub
subjects: HD
subjects: HD28
subjects: HF
divisions: Man
full_text_status: restricted
keywords: Brand Ambassador, Brand Image, Keputusan Pembelian, Rexona, I-DLE
note: 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
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.
date: 2025-08-29
date_type: published
institution: Universitas Pendidikan Indonesia
department: KODEPRODI61201#Manajemen_S1
thesis_type: other
thesis_name: other
official_url: https://repository.upi.edu
related_url_url: https://perpustakaan.upi.edu
related_url_type: org
citation:   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.   
document_url: http://repository.upi.edu/141325/1/S_PEM_2106976_Title.pdf
document_url: http://repository.upi.edu/141325/2/S_PEM_2106976_Chapter%201.pdf
document_url: http://repository.upi.edu/141325/3/S_PEM_2106976_Chapter%202.pdf
document_url: http://repository.upi.edu/141325/4/S_PEM_2106976_Chapter%203.pdf
document_url: http://repository.upi.edu/141325/7/S_PEM_2106976_Chapter%204.pdf
document_url: http://repository.upi.edu/141325/8/S_PEM_2106976_Chapter%205.pdf
document_url: http://repository.upi.edu/141325/9/S_PEM_2106976_Chapter%206.pdf
document_url: http://repository.upi.edu/141325/10/S_PEM_2106976_Appendix.pdf