%0 Thesis
%9 Skripsi
%A Auliya Alim Ahmadi, NIM.: 09730094
%B FAKULTAS ILMU SOSIAL DAN HUMANIORA
%D 2013
%F digilib:62006
%I UIN SUNAN KALIJAGA YOGYAKARTA
%K Kacang Dua Kelinci, Brand Ambassador, Xabi Alonso, Purchase  Decision, Madridista Indonesia Jogja (MIJO)
%P 147
%T PENGARUH BRAND AMBASSADORDI DALAM IKLAN KACANG DUA KELINCI TERHADAP KEPUTUSAN MEMBELI (VERSI XABI ALONSO SURVEI PADA MADRIDISTA INDONESIA JOGJA)
%U https://digilib.uin-suka.ac.id/id/eprint/62006/
%X Using advertisement as one of primary promotion tools has became a  usual thing to do in this modern era. An advertisement has to be as creative and  innovative as possible in order to stimulate sales. Companies now tend to use  brand ambassador on their advertisement as a way to stimulate consumers’  interest so they would make a purchase decision. PT Dua Kelinci, a big company  in peanut processing field, succesfuly influencing consumer purchase decision  after using of Xabi Alonso as brand ambassador on its advertisement. That  attempt began with the sponsorship cooperation between PT Dua Kelinci with  Rea Madrid football club on August 2010.  This research is an explanatory research in order to discovering or  explaining the relationship, reviewing the hypotesis, or making a prediction to  ascertain the relationship and influence of brand ambassador on Kacang Dua  Kelinci advertisement toward Madridista Indonesia Jogja’s (MIJO) purchase  decision. Those relationship will be explained using Viscap theory proposed by A.  Smidts, et all in the article Ontwikkelingen in het marktonderzoek : de presentator  in reclame : Een test van het VisCAP model (2012: 39) (Presenter on  Advertisement: A Test of VisCAP Model: Development on The Market) and  Hierarchy-of-Effect Model proposed by Kotler and Kevin on Marketing  Management 12th edition (2007: 210). The data necessary for this research were  gained from questionnaire as well as observation and documentation in MIJO.  The researched concuded coevition value of R2 = 0,289 which means  brand ambassador influences purchase decision is 28,9%, while the rest 71,1%  influenced by other variables apart from brand ambassador. This research  discovered t count 7,565 and sig = 0,000, with signification level (α) = 100% -  trust level = 100% - 95% = 5% = 0,05, thus Sig (= 0,000) < α (= 0,05) which  means brand ambassador significant influence toward purchase decision.
%Z Pembimbing: Yani Tri Wijayanti, M. Si