ix ABSTRAK
Astri Wulan Sari (66150052), Pengaruh Iklan dan Brand Ambassador Terhadap Keputusan Pembelian Smartphone Oppo di Wilayah Bandung Timur
Smartphone sudah menjadi kebutuhan penting bagi semua kalangan masyarakat.
Pengguna smartphone terus meningkat dari tahun ke tahun. Hal tersebut juga meningkatkan persaingan antara produsen smartphone guna manarik konsumen.
Oppo sebagai salah satu merek smartphone terlaris di Indonesia mengandalkan iklan dan brand ambassador sebagai bentuk promosinya. Efektifitas iklan dan brand ambassador terhadap keputusan pembelian smartphone Oppo diteliti di wilayah Bandung Timur. Penelitian ini bertujuan untuk mengetahui pengaruh iklan terhadap keputusan pembelian, pengaruh brand ambassador terhadap keputusan pembelian dan mengetahui pengaruh iklan dan brand ambassador terhadap keputusan pembelian. Metode penelitian yang digunakan adalah metode deskriptif kuantitatif dengan teknik pengambilan sampel menggunakan metode purposive sampling dengan jumlah sampel 65 responden. Hasilnya, iklan dan brand ambassador secara parsial berpengaruh signifikan terhadap keputusan pembelian.
Begitu pula secara simultan, iklan dan brand ambassador juga berpengaruh signifikan terhadap keputusan pembelian. Korelasi yang terjadi antar variabel iklan dan brand ambassador terhadap keputusan pembelian terjadi sangat kuat.
Kata Kunci : Iklan, Brand Ambassador, Keputusan Pembelian
x ABSTRACT
Astri Wulan Sari (66150052), The Effect of Advertising and Brand Ambassador on Oppo Smartphone Purchasing Decisions in the East Bandung Region
Smartphone has become an important requirement for all people. Smartphone users continue to increase from year to year. It also increased competition between smartphone manufacturers to attract consumers. Oppo as one of the best-selling smartphone brands in Indonesia relies on advertising and brand ambassadors as a form of promotion. The effectiveness of advertising and brand ambassadors for Oppo smartphone purchasing decisions was investigated in the East Bandung area.
This study aims to determine the effect of advertising on purchasing decisions, the influence of brand ambassadors on purchasing decisions and determine the effect of advertising and brand ambassadors on purchasing decisions. The research method used is a quantitative descriptive method with a sampling technique using a purposive sampling method with a sample of 65 respondents. As a result, advertising and brand ambassadors partially have a significant effect on purchasing decisions. Similarly, simultaneously, advertising and brand ambassadors also have a significant effect on purchasing decisions. The correlation that occurs between advertising variables and brand ambassadors towards purchasing decisions occurs very strongly.
Keywords: Advertising, Brand Ambassador, Purchasing Decision
