Pengaruh Brand Ambassador Exo Melalui Media Sosial Instagram Terhadap Gaya Hidup Konsumtif Di Kalangan Pembeli Produk Nature Republic (Studi Pada Komunitas EXO-L Surabaya)

Septiani, Adist (2020) Pengaruh Brand Ambassador Exo Melalui Media Sosial Instagram Terhadap Gaya Hidup Konsumtif Di Kalangan Pembeli Produk Nature Republic (Studi Pada Komunitas EXO-L Surabaya). Undergraduate thesis, University 17 Agustus 1945 Surabaya.

	Text (ABSTRAK) COVER + ABSTRAK.pdf Download (14MB)
	Text BAB I.pdf Restricted to Repository staff only Download (508kB)
	Text BAB II.pdf Restricted to Repository staff only Download (498kB)
	Text BAB III.pdf Restricted to Repository staff only Download (475kB)
	Text BAB IV.pdf Restricted to Repository staff only Download (764kB)
	Text BAB V.pdf Restricted to Repository staff only Download (277kB)
	Text DAFTAR PUSTAKA.pdf Restricted to Repository staff only Download (153kB)
	Text LAMPIRAN.pdf Download (3MB)
	Text JURNAL PENELITIAN.pdf Download (632kB)
	Text JURNAL TURNITIN.pdf Download (2MB)

Abstract

Lifestyle is a pattern of our everyday behaviour where we demonstrate how we manage our lifes in society and differentiate our social status from others.The influence of consumptive lifestyle is so tangible among the people, it is very difficult to distinguish between desire and need.One product that is closely related to the consumptive lifestyle is beauty products.Beauty products in Indonesia are continuously improving. One of the South Korean's beauty brands namely Nature Republic uses more active and creative marketing strategies to attract consumers, using media social instagram by collaborating with a popular Korean singer Group EXO as their brand ambassador. This research aimed to determine the influence of EXO's Brand Ambassador which was analyzed by using AIDDA (Attentions theory, Interest, Desire, Decision and Action)s towards the consumptive lifestyle of the buyer of Nature Republic products.This research used quantitative methods with descriptive data types. The number of samples for this study was 67 respondents. Sampling techniques used was probability sampling. Data collection technique used was an online questionnaire for the EXO-L Surabaya community.The data analysis used was a simple linear analysis using SPSS 20 program.Based on the results it showed that the influence of the variable Brand Ambassador EXO (X) In this study towards the consumptive lifestyle (Y) buyers of Nature Republic products was 31.4%. While the remaining 68.6% could be explained by other causes.

Actions (login required)

View Item