Pengaruh Brand Ambassador terhadap Minat Beli (Survey Iklan Mie Sedaap Goreng Versi Korean Spicy Chicken di Youtube)

Abstract

Brand Ambassador is one of the current ways to attract the attention of consumers. This study aims to determine whether there is a Brand Ambassador influence on Mie Sedaap Goreng Korean Spicy Chicken ads on buying interest in the Mangga Dua KPOP Community. The method used in this study is a survey method with a quantitative approach. this research involves independent and dependent variables. The independent variable in this study is Brand Ambassador Choi Siwon in Mie Sedaap Goreng Korean Spicy Chicken Ads and the dependent variable is buying interest. The data analysis technique used is the linear regression test, the coefficient of determination test, the correlation test, and the T test. This study was conducted by distributing questionnaires to 146 respondents. The sampling technique used is non probability sampling technique with purposive sampling and data analysis processed using SPSS software version 25 for windows. The results of this study stated that there was an influence of Choi Siwon's brand ambassador on buying interest with a quite significant category.