PENGARUH BRAND AMBASSADORDI DALAM IKLAN KACANG DUA KELINCI TERHADAP KEPUTUSAN MEMBELI (VERSI XABI ALONSO SURVEI PADA MADRIDISTA INDONESIA JOGJA)

Auliya Alim Ahmadi, NIM.: 09730094 (2013) PENGARUH BRAND AMBASSADORDI DALAM IKLAN KACANG DUA KELINCI TERHADAP KEPUTUSAN MEMBELI (VERSI XABI ALONSO SURVEI PADA MADRIDISTA INDONESIA JOGJA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

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.

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