Pengaruh Brand Ambassador dan Testimoni Sosial Media terhadap Minat Beli Generasi Z pada McDonald Setiabudi Bandung
DOI:
https://doi.org/10.36805/manajemen.v8i2.5315Abstract
A B S T R A C T
The development of the food industry in big cities is currently growing rapidly,
especially fast food, changes in lifestyle and people's behavior in everyday life affect
consumption of fast food. one of them is McDonald's, which has become popular with
generation Z, BTS is currently being favored by generation Z and dissemination
through social media is the most effective medium. The measurement of purchase
intention variable uses interest, desire, and action indicators. The brand ambassador
variables are popularity, expertise, and charm, while the testimonial variables in social
media are interest, trust, and attention. This research is a causal associative with
quantitative techniques. The research population is 549 people seen from sales of BTS
Meal products in June 2022, with a sample of 137 respondents. Data collection
techniques using questionnaires, with data analysis techniques descriptive analysis,
multiple linear regression analysis, T test, F test, and the coefficient of determination.
The results showed that brand ambassadors were considered very good, testimonials
in social media were considered very good and purchase intention was considered very
good. Brand ambassadors influence purchase intention, social media testimonials
influence purchase intention, brand ambassadors and social media testimonials
influence purchase intention with a large influence of 59.3%.
A B S T R A K
Perkembangan industri makanan di kota besar saat ini berkembang pesat
khususnya makanan cepat saji, perubahan gaya hidup dan perilaku masyarakat
dalam kehidupan sehari-hari mempengaruhi konsumsi makanan ceoat saji.
salah satunya adalah McDonald yang menjadi populer generasi Z BTS saat ini
sedang digemari oleh generasi Z dan penyebaran melalui sosial media menjadi
media paling efektif. Pengukuran variabel minat beli menggunakan indikator
interest, desire, dan action. Variabel brand ambassador yaitu kepopuleran, keahlian,
dan kepesonaan, sedangkan variabel testimonial in social media yaitu
ketertarikan, kepercayaan, dan attention. Penelitian ini merupakan asosiatif
kausal dengan teknik kuantitatif. Populasi penelitian yaitu 549 orang dilihat
dari penjualan produk BTS Meal pada bulan Juni 2022, dengan sample 137
responden. Tehnik pengumpulan data dengan menggunakan angket, dengan
teknik analisis datanya analisis deskriptif, analisis regresi linear berganda, uji T,
uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa brand
ambassador dinilai sangat baik, testimony in media social dinilai sangat baik dan
minat beli dinilai sangat baik. Brand ambassador berpengaruh terhadap minat
pembelian, testimony social media berpengaruh terhadap minat beli, brand
ambassador dan testimony social media berpengaruh terhadap minat beli dengan
besar pengaruh 59,3%.
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