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Skripsi Pengaruh Brand Ambassador

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Skripsi Pengaruh Brand Ambassador SKRIPSI PENGARUH BRAND AMBASSADOR, BRAND PERSONALITY DAN KOREAN WAVE TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA MAHASISWA PENGGUNA SKINCARE PRODUK NATURE REPUBLIC ALOE VERA DI FAKULTAS ILMU BUDAYA UNIVERSITAS SUMATERA UTARA) OLEH AYU SAGIA 140502075 PROGRAM STUDI STRATA 1 MANAJEMEN DEPARTEMEN MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS SUMATERA UTARA MEDAN 2018 Universitas Sumatera Utara ii Universitas Sumatera Utara iii Universitas Sumatera Utara iv Universitas Sumatera Utara v Universitas Sumatera Utara ABSTRAK PENGARUH BRAND AMBASSADOR, BRAND PERSONALITY DAN KOREAN WAVE TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA MAHASISWA PENGGUNA SKINCARE PRODUK NATURE REPUBLIC ALOE VERA DI FAKULTAS ILMU BUDAYA UNIVERSIAS SUMATERA UTARA) Penelitian ini bertujuan untuk mengetahui pengaruh Brand Ambassador, Brand Personality, Korean Wave Terhadap Keputusan Pembelian Skincare produk Nature Republic Aloe Vera di Fakultas Ilmu Budaya Universitas Sumatera Utara. Penelitian ini adalah penelitian asosiatif dan jenis data yang digunakan adalah data kuantitatif. Populasi dari penelitian ini adalah mahasiswa/i Fakultas Ilmu Budaya Universitas Sumatera Utara yang tidak diketahui jumlahnya. Sampel dalam penelitian ini berjumlah 92 responden. Teknik yang digunakan adalah teknik regresi linear berganda. Hasil penelitian ini menunjukkan bahwa secara serempak Brand Ambassador, Brand Personality dan Korean Wave berpengaruh signifikan terhadap keputusan pembelian skincare produk Nature Republic Aloe Vera di Fakultas Ilmu Budaya Universitas Sumatera Utara. Secara parsial, Brand Ambassador berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Brand Personality berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Korean Wave berpengaruh positif dan signifikan terhadap Keputusan Pembelian Skincare produk Nature Republic Aloe Vera di Fakultas Ilmu Budaya Universitas Sumatera Utara. Kata Kunci: Brand Ambassador, Brand Personality, Korean Wave, Keputusan Pembelian. i Universitas Sumatera Utara ABSTRACT THE IMPACT OF BRAND AMBASSADOR, BRAND PERSONALITY AND KOREAN WAVE TOWARD PURCHASI DECISION (STUDIES ON STUDENTS OF NATURE REPUBLIC ALOE VERA SKINCARE PRODUCT IN THE FACULTY OF CULTURE UNIVERSITY SUMATERA UTARA) This study aims to determine the impact of Brand Ambassador, Brand Personality and Korean Wave toward Purchase Decision Nature Republic Aloe Vera skincare product in the Faculty of Culture University Sumatera Utara. This research is associative research and the type of data used is quantitative data. The population of this research is students in the Faculty of culture University Sumatera Utara. The sample in this study amounted to 92 respondent. The technique used is multiple linear regressions. The results of this study showed that Brand Ambassador, Brand Personality and Korean Wave simultaneously, significantly influence towards purchase decision Nature Republic Aloe Vera skincare product in the Faculty of Culture University Sumatera Utara. Partially, Brand Ambassador has a positive and significant effect to purchase decision, Brand Personality has a positive and significant effect to purchase decision, Korean Wave has a positive and significant effect to purchase decision Nature Republic Aloe Vera skincare product in the Faculty of Culture University Sumatera Utara. Keywords: Brand Ambassador, Brand Personality, Korean Wave, Purchase Decision. ii Universitas Sumatera Utara KATA PENGANTAR Alhamdullilah puji dan syukur peneliti panjatkan kehadirat Allah Subhanahu Wa Ta'ala atas segala limpahan rahmat dan hidayah-Nya sehingga peneliti dapat menyelesaikan skripsi yang berjudul “Pengaruh Brand Ambassador, Brand Personality dan Korean Wave Terhadap Keputusan Pembelian (Studi Pada Mahasiswa Pengguna Skincare Nature Republic Aloe Vera Di Fakultas Ilmu Budaya Universitas Sumatera Utara)” untuk memenuhi salah satu syarat dalam memperoleh gelar Sarjana Ekonomi pada Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. Skripsi ini peneliti persembahkan untuk Ayahanda, Haris dan Ibunda, Surami Terima kasih telah membesarkan, mendidik, dan memberikan dukungan moral dan materil serta kasih sayang dan doa yang tidak ternilai mulai dari peneliti belajar hingga dapat menyelesaikan pendidikan di Program Studi S1 Manajemen. Serta ucapan Terima Kasih juga kepada Abang peneliti Heri Sopian yang selalu setia mendoakan, memberi saran dan membantu dalam penyusunan skripsi ini. Dalam kesempatan ini peneliti ingin mengucapkan terima kasih kepada: 1. Bapak Prof. Dr. Ramli, SE, MS, selaku Dekan Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. 2. Bapak Dr. Amlys Syahputra Silalahi, SE, M.Si, dan Bapak Doli Muhammad Jafar Dalimunthe, SE, M.Si, selaku selaku Ketua dan Sekretaris Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. 3. Bapak Syafrizal Helmi Situmorang, SE, M.Si, selaku Dosen Pembimbing iii Universitas Sumatera Utara yang telah memberikan arahan, bimbingan, dan motivasi serta saran kepada peneliti dalam menyelesaikan skripsi ini. 4. Ibu Dra. Marhayanie, M.Si, selaku Dosen Penguji I dan Ibu Dr. Arlina Nurbaity Lubis, SE, MBA, selaku Dosen Penguji II yang telah memberikan saran dan masukan untuk kesempurnaan skripsi ini. 5. Kepada Bapak dan Ibu Dosen Program Studi S1 Manajemen Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara yang telah mendidik dan memberikan ilmunya kepada peneliti selama mengikuti perkuliahan serta staf dan pegawai yang telah membantu selama proses penelitian skripsi. 6. Teman-teman seperjuangan dan sahabat terbaik, Wika Fitria, Nia Siti Arjuna, Atika Syahputri, Sefrina Sinaga, Cindy Pratiwi Br. Bangun, Wahyu Palupi Narminto, Raini Tanjung, Juanaina Tanjung, Ruza Tul Aini dan Belina Saruksuk yang senantiasa menolong, mendoakan dan memberikan semangat. 7. Pihak-pihak yang tidak bisa disebutkan satu-persatu. Akhir kata peneliti berharap skripsi ini bermanfaat bagi para pembaca dan dapat dipergunakan untuk menambah pengetahuan dan bahan masukan bagi penelitian selanjutnya. Medan, Desember 2018 Peneliti, Ayu Sagia 140502075 iv Universitas Sumatera Utara DAFTAR ISI Halaman ABSTRAK ............................................................................................. i ABSTRACT ........................................................................................... ii KATA PENGANTAR ........................................................................... iii DAFTAR ISI .......................................................................................... v DAFTAR TABEL ................................................................................. vii DAFTAR GAMBAR ............................................................................. viii DAFTAR LAMPIRAN ......................................................................... ix BAB I PENDAHULUAN ............................................................... 1 1.1 Latar Belakang ............................................................ 1 1.2 Rumusan Masalah ....................................................... 10 1.3 Tujuan Penelitian ........................................................ 10 1.4 Manfaat Penelitian ...................................................... 11 BAB II TINJAUAN PUSTAKA ..................................................... 12 2.1 Landasan Teori ........................................................... 12 2.1.1 Pengertian Brand ............................................ 12 2.1.2 Pengertian Brand Ambassador ....................... 14 2.1.3 Pengertian Brand Personality ......................... 18 2.1.4 Pengertian Korean Wave ................................. 21 2.1.5 Pengertian Keputusan Pembelian ................... 24 2.2 Penelitian Terdahulu ................................................... 29 2.3 Kerangka Konseptual .................................................. 31 2.3.1 Pengaruh Brand Ambassador Terhadap Keputusan Pembelian ...................................... 31 2.3.2 Pengaruh Brand Personality Terhadap Keputusan Pembelian ...................................... 32 2.3.3 Pengaruh Korean Wave Terhadap Keputusan Pembelian ........................................................ 33 2.4 Hipotesis Penelitian .................................................... 34 BAB III METODE PENELITIAN .................................................. 35 3.1 Jenis Penelitian ........................................................... 35 3.2 Tempat dan Waktu Penelitian ..................................... 35 3.3 Batasan Operasional ................................................... 35 3.4 Definisi Operasional .................................................. 36 3.5 Skala Pengukuran Variabel ......................................... 37 3.6 Populasi dan Sampel Penelitian .................................. 38 3.6.1 Populasi ........................................................... 38 3.6.2 Sampel ............................................................. 38 3.7 Jenis dan Sumber Data ................................................ 40 3.8 Metode Pengumpulan Data ......................................... 40 v Universitas Sumatera Utara 3.9 Uji Validitas dan Reliabilitas ...................................... 41 3.9.1 Uji Validitas .................................................... 41 3.9.2 Uji Reliabilitas ................................................ 42 3.10 Teknik Analisis Data .................................................. 43 3.10.1 Metode Analisis Deskriptif ............................. 43 3.10.2 Uji Asumsi Klasik ........................................... 44 3.10.3
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