Pengaruh Penggunaan Brand Ambassador Agnes Monica dalam Iklan Honda Vario Techno 125 PGM-FI terhadap Keputusan Pembelian Motor Matik di Kalangan Remaja di Yogyakarta

Amri Novan , Widodo Agus Setianto

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT Brand ambassador is a person who is believed to represent a particular product. The use of brand ambassador by companies to influence or persuade the consumer to use the product, the selection of brand ambassador is usually a well-known celebrity. The position of its own brand ambassador of a product not only as an advertising talent, but also to actively participate in all activities of the product campaign. The main objective of the brand ambassador is to inform consumers about the products that he starred. Therefore, usually the appointment of brand ambassador through the consideration stage both in terms of behavior, or achievements and reputation. The purpose of this study was to analyze the effect of the use of brand ambassador Agnes Monica in the ad Honda Vario Techno 125 PGM-FI on purchasing decisions among teenagers automatic motor in Yogyakarta. The theory used is the theory of brand ambassador in automotive advertising, consumer behavior, advertising and purchasing decisions. In this study, samples taken were some teenagers in Yogyakarta who buy Honda motorcycle type automatic. The number of samples that the authors set is 400 respondents. Sampling method used is purposive sampling. Perelitian method uses quantitative methods to the analysis of correlation and regression. The analysis showed that the variables which brand ambassador Agnes Monica on two-wheeled vehicles ads Honda significantly influence the purchasing decisions of motorcycles automatic in adolescents (significance value = 0,000 < = 0.05 or t = 18.045> t table (0.05; 398) = 1.661). This may imply, if the brand ambassador is Agnes Monica on two-wheeled vehicles Honda ad increases, the purchasing decisions of motorcycles automatic in adolescents will increase. Keywords: Brand Ambassador, Purchase Decision.

Kata Kunci : Iklan - Promosi