PERSEPSI DUTA MEREK PRILLY LATUCONSINA TERHADAP KEPUTUSAN PEMBELIAN ONLINE AZARINE COSMETIC: Survei pada pengikut Instagram @Azarinecosmeticofficial

    Khesya Azhara Supiyanto, - and Ayu Krishna Yuliawati, - and Eka Surachman, - (2025) PERSEPSI DUTA MEREK PRILLY LATUCONSINA TERHADAP KEPUTUSAN PEMBELIAN ONLINE AZARINE COSMETIC: Survei pada pengikut Instagram @Azarinecosmeticofficial. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk mengetahui persepsi duta merek Prilly Latuconsina terhadap keputusan pembelian online Azarine Cosmetic dengan survei yang dilakukan pada pengikut Instagram @azarinecosmeticofficial. Duta merek merupakan individu yang digunakan perusahaan untuk berkomunikasi dengan publik mengenai strategi peningkatan penjualan. Prilly Latuconsina merupakan publik figur Indonesia yang saat ini aktif di dunia akting dan kerap kali menjadi duta merek salah satunya Azarine Cosmetic. Penelitian ini menggunakan duta merek sebagai variabel independen (X) dan keputusan pembelian sebagai variabel dependen (Y). Penelitian ini menggunakan metode kuantitatif dengan analisis deskriptif dan verifikatif dengan jumlah populasi yang didapat dari pengikut Instagram @azarinecosmeticofficial dengan jumlah 711.000 pengikut dan sampel yang diambil dari pengikut Instagram @azarinecosmeticofficial menggunakan rumus yamane dengan hasil sebanyak 410 responden. Dalam penarikan sampelnya menggunakan teknik probability sampling dan menggunakan kuesioner serta studi literatur dalam teknik pengumpulan data. Uji instrumen penelitian ini menggunakan perangkat lunak SPSS 29.0. Untuk teknik analisis data penelitian ini menggunakan uji asumsi normalitas dengan Uji Kolmogorov-Smirnov dan analisis regresi sederhana. Hasil penelitian menunjukkan bahwa duta merek berpengaruh positif dan signifikan terhadap keputusan pembelian online Azarine Cosmetic. Temuan ini menegaskan bahwa penggunaan duta merek Prilly Latuconsina mendorong kepercayaan konsumen dalam membuat keputusan pembelian Azarine Cosmetic. This study aims to determine the overview brand ambassadors Prilly Latuconsina on Azarine Cosmetic’s purchase decision with a survey conducted on Instagram followers @azarinecosmeticofficial. Brand ambassadors or so-called brand ambassadors are individuals that companies use to communicate with the public about sales improvement strategies.Prilly Latuconsina is an Indonesian public figure who is currently active acting and often becomes a brand ambassador, one of which is Azarine Cosmetic. This study uses brand ambassadors as the independent variable (X) and purchase decision as the dependent variable (Y). This study uses quantitative methods with descriptive and verification analysis with a population obtained from Instagram followers @azarinecosmeticofficial with a total of 711.000 followers and samples taken from Instagram followers @Azarinecosmeticofficial who have purchased Azarine Cosmetic brand products using the Yamane formula as many as 400 respondents. In withdrawing the sample using probability sampling technique with simple random sampling and using questionnaires and literature studies in data collection techniques. This research instrument was tested using SPSS 29.0 software. The data analysis techniques used in this study were the Kolmogorov-Smirnov test for normality and simple regression analysis. The results of the study indicate that brand ambassadors have a positive and significant effect on the online purchasing decisions of Azarine Cosmetic. These findings confirm that the use of Prilly Latuconsina as a brand ambassador encourages consumer confidence in making purchasing decisions for Azarine Cosmetic.

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    Official URL: https://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=list_works&hl=en&user=NQsS1_UAAAAJ ID SINTA Dosen Pembimbing: Ayu Krishna Yuliawati: 5977407 Eka Surachman: 5979141
    Uncontrolled Keywords: Duta merek, Keputusan Pembelian Brand Ambassador, Purchase Decision
    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: Khesya Azhara Supiyanto
    Date Deposited: 14 Nov 2025 01:41
    Last Modified: 14 Nov 2025 01:41
    URI: http://repository.upi.edu/id/eprint/145098

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