Pengaruh Penggunaan Brand Ambassador Iwan Fals Melalui Sikap Audiens Terhadap Intensi Pembelian Produk TOP Coffee di IFFCI (Iwan Fals Fans Club Indonesia).
ABSTRAK
Ratih Rahmawati Gistiani, 210110110544, 2014. Pengaruh Penggunaan Brand
Ambassador Iwan Fals melalui Sikap Audiens Terhadap Intensi Pembelian Produk TOP
Coffee di IFFCI. Slamet Mulyana, Drs., M.I.Kom. sebagai pembimbing utama dan S.
Kunto Adiwibowo, S.Sos., M.Comm sebagai pembimbing pendamping. Jurusan
Manajemen Komunikasi, Fakultas Ilmu Komunikasi, Universitas Padjadjaran.
Tujuan penelitian ini adalah untuk mengetahui pengaruh penggunaan brand
ambassador Iwan Fals yang terdiri atas ketertarikan, keterpercayaan, dan keahliannya
melalui sikap audiens terhadap intensi pembelian produk TOP Coffee di IFFCI (Iwan
Fals Fans Club Indonesia).
Metode penelitian yang digunakan adalah analisis jalur. Data dikumpulkan
melalui kuesioner yang disebarkan langsung kepada responden, yaitu anggota aktif
IFFCI, wawancara dengan pengurus inti IFFCI, dan studi pustaka. Responden berjumlah
90 orang yang ditentukan melalui teknik penarikan sampel acak sederhana.
Hasil penelitian menunjukkan secara simultan terdapat pengaruh yang signifikan
antara penggunaan Iwan Fals sebagai brand ambassador melalui sikap audiens terhadap
intensi pembelian produk TOP Coffee. Hasil penelitian secara parsial mengungkapkan
terdapat pengaruh yang signifikan antara keterpercayaan Iwan Fals sebagai brand
ambassador terhadap intensi pembelian produk baik secara langsung ataupun melalui
sikap audiens. Sementara, ketertarikan tidak memiliki pengaruh yang signifikan terhadap
intensi pembelian, dan keahlian hanya berpengaruh langsung terhadap sikap. Selain itu,
hasil penelitian pun menunjukkan bahwa terdapat pengaruh variabel lain di luar variabel
yang diteliti.
Kesimpulan penelitian menunjukkan bahwa keterpercayaan Iwan Fals sebagai
seorang brand ambassador sangatlah penting dan merupakan hal yang paling
mempengaruhi responden terhadap intensi pembelian produk TOP Coffee baik secara
langsung maupun secara tidak langsung.
Kata Kunci: Brand Ambassador, Intensi Pembelian, Iklan, Sikap
iii
ABSTRACT
Ratih Rahmawati Gistiani, 210110110544. 2014. Influence of Iwan Fals as Brand
Ambassador through the Audience Attitude on Purchase Intention of TOP Coffee
Products in IFFCI. Slamet Mulyana, Drs., M.I.Kom as the main supervisor and S. Kunto
Adiwibowo, S.Sos. M.Comm as supervising companion. Department of Management
Communication, Faculty of Communication Sciences, University of Padjadjaran.
Purpose of the study was to determine the effect of Iwan Fals as brand ambassador
consisting of his attractiveness, trustworthiness, and expertise through the audience's
attitude on purchase intentions of TOP Coffee products in IFFCI (Iwan Fals Fans Club
Indonesia) .
Method of the study used path analysis. The data were collected through
questionnaires distributed directly to the respondents who were active members of IFFCI,
interviews with administrators of IFFCI, and literature study. Total respondents was 90
people which was determined by a simple – random sample techniques.
The results showed that there was a simultaneous significant influence between
the use of Iwan Fals as brand ambassador through audience attitudes on purchase
intention of TOP Coffee products. Results of partial research revealed a significant
difference between the trustworthiness of Iwan Fals as the brand ambassador on purchase
intention of the product either directly or through the attitude of the audiences.
Meanwhile, the attractiveness did not show any significant influence, and the expertise
showed the significant influence directly only on the attitude. In addition, the results also
showed that there were other variables beyond the influence of the variables studied on
the purchase intention of the products.
Conclusion from this study shows that the trustworthiness of Iwan Fals as a brand
ambassador is very important and becomes the most influental factor for the respondents
on the purchase intention of TOP Coffee products, either directly or indirectly.
Key words: brand ambassador, purchase intention, advertising, attitude
iv
Ratih Rahmawati Gistiani, 210110110544, 2014. Pengaruh Penggunaan Brand
Ambassador Iwan Fals melalui Sikap Audiens Terhadap Intensi Pembelian Produk TOP
Coffee di IFFCI. Slamet Mulyana, Drs., M.I.Kom. sebagai pembimbing utama dan S.
Kunto Adiwibowo, S.Sos., M.Comm sebagai pembimbing pendamping. Jurusan
Manajemen Komunikasi, Fakultas Ilmu Komunikasi, Universitas Padjadjaran.
Tujuan penelitian ini adalah untuk mengetahui pengaruh penggunaan brand
ambassador Iwan Fals yang terdiri atas ketertarikan, keterpercayaan, dan keahliannya
melalui sikap audiens terhadap intensi pembelian produk TOP Coffee di IFFCI (Iwan
Fals Fans Club Indonesia).
Metode penelitian yang digunakan adalah analisis jalur. Data dikumpulkan
melalui kuesioner yang disebarkan langsung kepada responden, yaitu anggota aktif
IFFCI, wawancara dengan pengurus inti IFFCI, dan studi pustaka. Responden berjumlah
90 orang yang ditentukan melalui teknik penarikan sampel acak sederhana.
Hasil penelitian menunjukkan secara simultan terdapat pengaruh yang signifikan
antara penggunaan Iwan Fals sebagai brand ambassador melalui sikap audiens terhadap
intensi pembelian produk TOP Coffee. Hasil penelitian secara parsial mengungkapkan
terdapat pengaruh yang signifikan antara keterpercayaan Iwan Fals sebagai brand
ambassador terhadap intensi pembelian produk baik secara langsung ataupun melalui
sikap audiens. Sementara, ketertarikan tidak memiliki pengaruh yang signifikan terhadap
intensi pembelian, dan keahlian hanya berpengaruh langsung terhadap sikap. Selain itu,
hasil penelitian pun menunjukkan bahwa terdapat pengaruh variabel lain di luar variabel
yang diteliti.
Kesimpulan penelitian menunjukkan bahwa keterpercayaan Iwan Fals sebagai
seorang brand ambassador sangatlah penting dan merupakan hal yang paling
mempengaruhi responden terhadap intensi pembelian produk TOP Coffee baik secara
langsung maupun secara tidak langsung.
Kata Kunci: Brand Ambassador, Intensi Pembelian, Iklan, Sikap
iii
ABSTRACT
Ratih Rahmawati Gistiani, 210110110544. 2014. Influence of Iwan Fals as Brand
Ambassador through the Audience Attitude on Purchase Intention of TOP Coffee
Products in IFFCI. Slamet Mulyana, Drs., M.I.Kom as the main supervisor and S. Kunto
Adiwibowo, S.Sos. M.Comm as supervising companion. Department of Management
Communication, Faculty of Communication Sciences, University of Padjadjaran.
Purpose of the study was to determine the effect of Iwan Fals as brand ambassador
consisting of his attractiveness, trustworthiness, and expertise through the audience's
attitude on purchase intentions of TOP Coffee products in IFFCI (Iwan Fals Fans Club
Indonesia) .
Method of the study used path analysis. The data were collected through
questionnaires distributed directly to the respondents who were active members of IFFCI,
interviews with administrators of IFFCI, and literature study. Total respondents was 90
people which was determined by a simple – random sample techniques.
The results showed that there was a simultaneous significant influence between
the use of Iwan Fals as brand ambassador through audience attitudes on purchase
intention of TOP Coffee products. Results of partial research revealed a significant
difference between the trustworthiness of Iwan Fals as the brand ambassador on purchase
intention of the product either directly or through the attitude of the audiences.
Meanwhile, the attractiveness did not show any significant influence, and the expertise
showed the significant influence directly only on the attitude. In addition, the results also
showed that there were other variables beyond the influence of the variables studied on
the purchase intention of the products.
Conclusion from this study shows that the trustworthiness of Iwan Fals as a brand
ambassador is very important and becomes the most influental factor for the respondents
on the purchase intention of TOP Coffee products, either directly or indirectly.
Key words: brand ambassador, purchase intention, advertising, attitude
iv