PENGARUH BRAND AMBASSADOR BAMBANG BAYU SAPTAJI TERHADAP MINAT BELI SEPATU FUTSAL ORTUSEIGHT PADA PENGIKUTNYA DI INSTAGRAM (Survey pada pengikut akun Instagram @ortuseight)

Rifky Ghaffar, NIM.: 17107030103 (2020) PENGARUH BRAND AMBASSADOR BAMBANG BAYU SAPTAJI TERHADAP MINAT BELI SEPATU FUTSAL ORTUSEIGHT PADA PENGIKUTNYA DI INSTAGRAM (Survey pada pengikut akun Instagram @ortuseight). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Brand Ambassador is a person who is invited to work with a company to become an icon of the company. Many companies use brand ambassadors because they are considered more attractive than ordinary people in influencing consumers. The number of professions that are used as brand ambassadors in promotional strategies include athletes, artists, YouTubers, celebrities, and other well-known people, because the achievements make the author interested in doing research on the influence of the brand ambassador of the Ortuseight Company represented by Bambang Bayu Saptaji on consumer buying interest. survey on Instagram @ortuseight account. The theory used in this research is the Stimulus Response theory. The method used in this research is quantitative method. The sample collection technique used simple random sampling method. The data collection used is by distributing questionnaires online to 100 respondents who are followers of the @ortuseight Instagram account. Based on the results of the data obtained in this study, the results show that the magnitude of the influence of Brand Ambassador Bambang Bayu Saptaji (X) on buying interest in Ortuseight futsal shoes on followers of the @ortuseight Instagram account is 56.5%. Based on the results obtained, it can be concluded that Brand Ambassador has an effect on consumer buying interest.

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