Pengaruh Jefri Nichol Sebagai Brand Ambassador Terhadap Keputusan Membeli Produk Pomade Gatsby

Rivaldi, Mohammad (2026) Pengaruh Jefri Nichol Sebagai Brand Ambassador Terhadap Keputusan Membeli Produk Pomade Gatsby. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh Jefri Nichol sebagai Brand Ambassador terhadap keputusan pembelian produk Pomade Gatsby serta mengetahui seberapa besar pengaruh yang diberikan. Penelitian ini dilatarbelakangi oleh penggunaan brand ambassador sebagai salah satu strategi pemasaran serta adanya perbedaan hasil penelitian terdahulu mengenai pengaruh brand ambassador terhadap keputusan pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 100 responden yang memenuhi kriteria penelitian. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan menggunakan skala Likert 1–5. Data dianalisis menggunakan uji validitas, uji reliabilitas, analisis regresi linear sederhana, uji t, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa Jefri Nichol sebagai Brand Ambassador berpengaruh positif dan signifikan terhadap keputusan pembelian produk Pomade Gatsby. Hal tersebut ditunjukkan melalui nilai signifikansi sebesar 0,000 < 0,05 dan nilai t hitung sebesar 10,572 > t tabel sebesar 1,987, sehingga hipotesis penelitian diterima. Hasil analisis regresi menghasilkan persamaan Y = 3,613 + 0,382X. Sementara itu, nilai R Square sebesar 0,533 menunjukkan bahwa Brand Ambassador memberikan kontribusi sebesar 53,3% terhadap keputusan pembelian, sedangkan 46,7% dipengaruhi oleh faktor lain di luar penelitian. Dengan demikian, penggunaan Jefri Nichol sebagai Brand Ambassador terbukti memiliki pengaruh terhadap keputusan pembelian Pomade Gatsby. Kata kunci: Brand Ambassador, Jefri Nichol, Keputusan Pembelian, Pomade Gatsby. Abstract This study aims to determine the influence of Jefri Nichol as a Brand Ambassador on consumers’ purchasing decisions for Gatsby Pomade and to measure the extent of such influence. This research was motivated by the use of brand ambassadors as one of the marketing strategies and by differences in previous research findings regarding the influence of brand ambassadors on purchasing decisions. This study employed a quantitative approach using a survey method through questionnaires distributed to 100 respondents who met the predetermined research criteria. The sampling technique used was purposive sampling with a five-point Likert scale. The data were analyzed using validity testing, reliability testing, simple linear regression analysis, t-test, and the coefficient of determination. The results indicate that Jefri Nichol as a Brand Ambassador has a positive and significant influence on purchasing decisions for Gatsby Pomade. This is evidenced by a significance value of 0.000 < 0.05 and a t-value of 10.572 > the t-table value of 1.987, indicating that the research hypothesis is accepted. The regression analysis produced the equation Y = 3.613 + 0.382X. Furthermore, the R Square value of 0.533 indicates that the Brand Ambassador contributes 53.3% to purchasing decisions, while the remaining 46.7% is influenced by other factors outside the scope of this study. Therefore, the use of Jefri Nichol as a Brand Ambassador is proven to have an influence on consumers’ purchasing decisions for Gatsby Pomade. Keywords: Brand Ambassador, Jefri Nichol, Purchasing Decision, Gatsby Pomade.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Brand Ambassador, Jefri Nichol, Keputusan Pembelian, Pomade Gatsby.
Subjects:	Communication Science Communication Science > Marketing Communications Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Mohammad Rivaldi
Date Deposited:	10 Sep 2026 08:07
Last Modified:	10 Sep 2026 08:07
URI:	https://repository.bakrie.ac.id/id/eprint/14468

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