{"data":{"id":186,"url":"https:\/\/repo.xbbh.net\/items\/186","status":"published","type":"thesis","title":"Pengaruh Celebrity Brand Ambassador Ananda Omesh Dan Irfan Hakim\nTerhadap Keputusan Pembelian Pada Pengguna Instagram Bandung Kunafe\nCake","title_alt":null,"abstract":"Penelitian ini dilakukan untuk mengetahui pengaruh celebrity brand\nambassador Ananda Omesh dan Irfan Hakim terhadap keputusan pembelian pada\npengguna Instagram Bandung Kunafe. Penelitian berdasar fenomena maraknya\nselebriti yang membuka bisnis kue di sejumlah daerah di Indonesia.\nMetode ini menggunakan metode kuantitatif dengan jenis penelitian\nasosiatif. Pengambilan sampel dilakukan dengan metode probability sampling\n(simple random sampling), dengan jumlah responden sebanyak 396 orang. Data yang\ndiperoleh kemudian dianalisis dengan menggunakan teknik analisis PLS (Partial\nLeast Square) melalui software SmartPLS.\nBerdasarkan hasil pengujian T-Statistik terdapat pengaruh yang signifikan\ndari celebrity brand ambassador terhadap keputusan pembelian dengan hasil t\nstatistik diperoleh nilai > 1.96 yaitu sebesar 3.780 dan nilai p-value < 0.05 yaitu\nsebesar 0.000.\nKesimpulan penelitian ini adalah bahwa celebrity brand ambassador yang\ndihadirkan oleh Bandung Kunafe sudah termasuk ke dalam kategori baik, Bandung\nKunafe dapat meningkatkan keputusan pembelian konsumen menjadi lebih baik\ndengan tidak hanya menggandeng brand ambassador saja, namun keputusan\npembelian konsumen tersebut juga dapat ditingkatkan dengan adanya sistem\npemasaran yang lebih terencana dan lebih kreatif.","abstract_alt":null,"creators":[{"role":"author","family_name":"Yuliyani","given_name":"Indri","orcid":null,"national_id":"C1011411RB1011"},{"role":"advisor","family_name":"Aziz","given_name":"Fauzan","orcid":null,"national_id":null}],"year":2019,"date_issued":null,"publication":null,"volume":null,"issue":null,"pages":null,"publisher":null,"isbn":null,"issn":null,"doi":null,"official_url":null,"institution":"UNIVERSITAS SANGGA BUANA YPKP BANDUNG","id_number":null,"thesis_level":"bachelor","publication_status":"published","refereed":null,"keywords":["Kata Kunci : Celebrity Brand Ambassador","Keputusan Pembelian."],"language":"id","subjects":[],"divisions":[{"code":"63211","name":"S1 Administrasi Bisnis","pddikti_code":"63211"}],"citation":"Yuliyani, Indri (2019) Pengaruh Celebrity Brand Ambassador Ananda Omesh Dan Irfan Hakim\nTerhadap Keputusan Pembelian Pada Pengguna Instagram Bandung Kunafe\nCake. UNIVERSITAS SANGGA BUANA YPKP BANDUNG.","documents":[{"name":"COVER.pdf","section":"cover","mime_type":"application\/pdf","size":24800,"sha256":"bb8e1fef1ce43845b29ebc606bec9d5c95032a614eef7103529d919f6beb69c5","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/186\/files\/4276\/COVER.pdf"},{"name":"DAFTAR_ISI.pdf","section":"front_matter","mime_type":"application\/pdf","size":45902,"sha256":"7dd5ebaf00e089c8c6f95262ee5a49d079df847416fb859f459f8db3aacf4706","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/186\/files\/4277\/DAFTAR_ISI.pdf"},{"name":"DAFTAR_PUSTAKA.pdf","section":"bibliography","mime_type":"application\/pdf","size":27809,"sha256":"c5a5b4d74e8a98c062839b5e6c30361de16b354eb5db37ce562f51f8a1645498","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/186\/files\/4278\/DAFTAR_PUSTAKA.pdf"}],"published_at":"2019-11-22T07:50:00+00:00","updated_at":"2026-10-31T06:41:20+00:00"}}