| dc.description.abstract | Judan Zakia. 103117008. The Influence of Choi Siwon's Credibility as Brand Ambassador towards Mie Sedaap Selection Korean Spicy Series Purchase Intention and Attitude towards Ads as an Intervening Variable (Case Study on Generation Z in DKI Jakarta)
The research entitled “The Influence of Choi Siwon's Credibility as Brand Ambassador towards Mie Sedaap Selection Korean Spicy Series Purchase Intention and Attitude towards Ads as an Intervening Variable (Case Study on Generation Z in DKI Jakarta)” aims to find out whether the Choi Siwon’s credibility of sources who act as brand ambassadors had influence towards consumer purchase intention of Mie Sedaap Selection Korean Spicy Series product through consumer attitudes towards the product ads. This research was also conducted to find out the influence of credibility source on purchase intention, the influence of credibility source on attitude towards ads, and the influence of attitude towards ads on purchase intention. The method used in this research is quantitative with purposive data collection techniques. The criteria of respondents in this research were people belongs to Z Generation who lived in DKI Jakarta and had seen the Mie Sedaap Selection Korean Spicy Series advertisement, starring by Choi Siwon. The research data were obtained by distributing questionnaires to 100 samples according to the criteria. The data analysis used in this research is descriptive analysis, classic assumption test, multiple linear regression test, research instrument test, and hypothesis test. The results showed that: 1) Choi Siwon's credibility had influence on the product purchase intention. 2) Choi Siwon's credibility had influence on the attitude towards ads. 3) The attitude towards ads affects the interest in buying the product. 4) Attitude towards ads has successfully mediated the effect of source credibility on product purchase intention.
Keywords: Marketing communication, source credibility, attitude towards ads, purchase intention | en_US |
