Pengaruh Brand Ambassador Terhadap Minat Beli Konsumen MD Clinic By Lazeta

Nurvita Septya Ningrum

Abstract


This research at MD Clinic by Lazeta which is in the beauty services that offer health care and facial, under of PT. Medina Global Care. MD Cilinic by Lazeta use the brand ambassador of introducing their products. The selection of brand ambassador motivated by positive image brought by the celebrities. Brand ambassadors chosen by the company as a symbol or a marker to represent the wishes and needs of prospective customers. MD Clinic by Lazeta choose Syahnaz as a brand ambassador for their products which is expected to to represent the product of MD Clinic by Lazeta, so the message can be understood by the consumer, who eventually would to lead the purchase intention. The purpose of this research was to investigate the influence of brand ambassadors on consumer purchase intention MD Clinic by Lazeta, Study on Business Administration Students year in 2103 Telkom University. Researchers used quantitative research methods. This research is population research, because all population is being respondent in this research. Populations of this research are 137 respondents. Collecting data in this research is conducted by using questionnaire distributed to all respondents, which all Students on Business Administration Telkom University who knows the MD Clinic by Lazeta. Data were analyzed using simple regression analysis and descriptive analysis.The results showed that the Brand Ambassador impact of consumer purchase intention on MD Clinic by Lazeta at the Students on Business Administration Telkom University years in 2013. Based on the calculation of the coefficient of determination (R2) can be seen the influence of brand ambassador variable (X) on purchase intention (Y) is 42.9%. While the remaining 57.1% is influenced by other factors which not examined in this research such as, pricing, marketing strategy and others.

Keywords: brand ambassador; purchase intention.


Full Text:

PDF

References


Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Beckmann (Eds), Action-control: From cognition to behavior (pp. 11-39). Heldelberg: Springer.

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior And Human Decision Prosses, 50, 179-211.

Andersson, M., & Ekman, P. (2009). Ambassador networks and place branding. Journal of Place Management and Development, 2(1), 41-51.

Byers, M. (2010). The role of personality traits and motivation in determining brand ambassador performance in the alcoholic beverage industry (Doctoral dissertation).

Close, A. G., Finney, R. Z., Lacey, R. Z., & Sneath, J. Z. (2006). Engaging the consumer through event marketing: Linking attendees with the sponsor, community, and brand. Journal of advertising research, 46(4), 420-433.

Chinomona, R., Okoumba, L., & Pooe, D. (2013). The Impact of Product Quality on Perceived Value, Trust and Students Intention to Purchase Electronic Gadgets. Mediterranean Journal of Social Sciences, 4(14), 463-472.

Darmawan, D. (2014). Metode Penelitian Kuantitatif. Cetakan Kedua. PT. Remaja Rosdakarya: Bandung.

Hutter, K., Hautz, J., Dennhardt, S., & Fller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351.

Kertamukti, R. (2015). Strategi Kreatif Dalam Periklanan: Konsep, Media, Branding, Anggaran. Jakarta: Rajawali Pers.

Kotler, P., & Amstrong, G. (2014). Principles of Marketing: Pearson International Edition.

Kotler, P., & Keller, K. L. (2012). Marketing Management Edisi 14.Global Edition.Pearson Prentice.

Martono, N. (2010). Metode Penelitian Kuantitatif: Analisis Isi dan Analisis Data Sekunder. Jakarta: PT. Raja Grafindo Persada.

Morissan. (2014). Teori Komunikasi Individu Hingga Massa. Jakarta: Kencana Prenadamedia Group.

Mukherjee, D. (2009). Impact of celebrity endorsements on brand image. Social Science Research Network Electronic Paper Collection: http://ssrn.com/abstract=1444814. or http:// dx.doi.org/10.2139/ssrn.1444814

Prasad, C. J. (2013). Brand endorsement by celebrities impacts towards customer satisfaction. African Journal of Business Management, 7(36), 3630-3635.

Rahman, R. S. (2016). Pengaruh Bauran Hubungan Masyarakat (Public Relations Mix) Terhadap Citra Merek Dan Kesadaran Merek Serta Implikasinya Terhadap Keputusan Siswa Memilih Studi. Jurnal Ekonomi, Bisnis & Entrepreneurship, 10(1), 44-59.

Rehman, F. U., Nawaz, T., Khan, A., & Hyder, S. (2014). How Advertising Affects the Buying Behavior of Consumers in Rural Areas: A Case of Pakistan. Academic Research International, 5(4), 405-412.

Royan, F. (2004). Marketing Celebrities. Jakarta: PT. Elex Media Komputindo.

Sidharta, I., & Suzanto, B. (2015). Pengaruh Kepuasan Transaksi Online Shopping Dan Kepercayaan Konsumen Terhadap Sikap Serta Perilaku Konsumen Pada E-Commerce. Jurnal Computech & Bisnis, 9(1), 23-36.

Sugiyono. (2014). Metode Penelitian Kuantitatif Kualitatif dan R.D. Bandung: Alfabeta.


Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.