Pengaruh brand ambassador Bangtan Sonyeondan dan instagram marketing terhadap keputusan pembelian produk Lotte Xylitol Gum
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Institusion
Universitas Ahmad Dahlan
Author
Amiliya, Puja
Subject
HB Economic Theory
Datestamp
2024-04-27 07:16:34
Abstract :
Xylitol is a sweetener widely used in the food, cosmetic, and pharmaceutical industries. It is found in small amounts in various types of fruits. Since 2008, this industry has been continuously growing due to the increase in population and the growing awareness of maintaining oral health. BTS is the most expensive boy band in South Korea with the largest fan base worldwide. This study aims to examine the influence of brand ambassadors and Instagram marketing on purchasing decisions for xylitol gum products. The research employs a quantitative explanatory method, using a survey in the form of a questionnaire and multiple linear regression analysis to determine the impact of brand ambassadors and Instagram marketing on purchasing decisions for Lotte Xylitol products, using the SPSS program for Windows. The population and sample for this study are Instagram followers of Lotte Xylitol, with a sample size of 100 individuals selected through purposive sampling. The research concludes that (1) the Bangtan Sonyeondan brand ambassador does not have a positive influence on the purchasing decision of Lotte Xylitol products, thus rejecting hypothesis one. (2) Instagram marketing conducted by Lotte Xylitol has a positive influence on the purchasing decision of Lotte Xylitol products, confirming hypothesis two. (3) The variables of the Bangtan Sonyeondan brand ambassador and Instagram marketing together have a positive influence on the purchasing decision of Lotte Xylitol products, confirming hypothesis three.
Xylitol is a sweetener widely used in the food, cosmetic, and pharmaceutical industries. It is found in small amounts in various types of fruits. Since 2008, this industry has been continuously growing due to the increase in population and the growing awareness of maintaining oral health. BTS is the most expensive boy band in South Korea with the largest fan base worldwide. This study aims to examine the influence of brand ambassadors and Instagram marketing on purchasing decisions for xylitol gum products. The research employs a quantitative explanatory method, using a survey in the form of a questionnaire and multiple linear regression analysis to determine the impact of brand ambassadors and Instagram marketing on purchasing decisions for Lotte Xylitol products, using the SPSS program for Windows. The population and sample for this study are Instagram followers of Lotte Xylitol, with a sample size of 100 individuals selected through purposive sampling. The research concludes that (1) the Bangtan Sonyeondan brand ambassador does not have a positive influence on the purchasing decision of Lotte Xylitol products, thus rejecting hypothesis one. (2) Instagram marketing conducted by Lotte Xylitol has a positive influence on the purchasing decision of Lotte Xylitol products, confirming hypothesis two. (3) The variables of the Bangtan Sonyeondan brand ambassador and Instagram marketing together have a positive influence on the purchasing decision of Lotte Xylitol products, confirming hypothesis three.
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