Pengaruh Brand Ambassador Joe Taslim terhadap Minat Beli Mahasiswa Perbama UIN Bandung (Studi pada Iklan YouTube “Bloopers Joe Taslim Head & Shoulders”)

Abstract

The use of digital promotions is currently widely used by companies to market their products / services to the wider community in more creative ways. One way is to utilize video-based social media sites such as YouTube. Using the services of famous artists to become a Brand Ambassador has become one of the most frequently used options, as was done by Head & Shoulders. In this study the researchers wanted to find out whether there was an influence in the use of Brand Ambassador Joe Taslim on the buying interest of PERBAMA UIN Bandung students. in Head & Shoulder's advertisements on"Blooopers Joe Taslim" version. This study are using positivism paradigm with a quantitative approach and an associative explanatory survey research method. Using questionnaire as a method of data collection and analyzed using Pearson's Product Moment correlation analysis and Simple Linear Regression data analysis techniques. The results showed that there was an influence of Brand Ambassador Joe Taslim in "Head & Shoulders" advertisements on buying interest.