Jurnal Ilmiah Agritas
Vol 6 No 2 (2022): Oktober

Efektivitas Lucas NCT Sebagai Brand Ambassador Terhadap Keputusan Pembelian Produk Neo Coffee

Nyoman Setia Purnama Putra (Universitas Sarjanawiyata Tamansiswa)
Retno Lantarsih (Universitas Janabadra Yogyakarta)
Artita Devi Maharani (Universitas Sarjanawiyata Tamansiswa)

Article Info

Publish Date
12 Apr 2023

Abstract

This study aimed to determine the effectiveness of using Lucas NCT as a brand ambassador in purchase decisions for Neo Coffee products. The basic method used was descriptive analytic. The study was carried out from December 2021 to 70 NCTZen respondents on instagram. Analysis was performed using the effectiveness formula, theory of planned behavior, and a simple linier regresion. The result showed that using Lucas NCT as Brand Ambassador was effective and significant as evidenced by the result of an average achievement of 77.89%, a simple linier regression of Y= 5.868 + 0.994x, with t value > t crit= 7.929 > 1.995, and significant of = 0.000, 0.05.

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Journal Info
Jurnal Ilmiah Agritas
Website

Abbrev

agritas

Publisher

Universitas Sarjanawiyata Tamansiswa

Subject

Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

"Jurnal Ilmiah Agritas" is a scholarly journal that is published by the Agribusiness Department, Faculty of Agriculture, Sarjanawiyata Tamansiswa University. The journal has been in publication since 2017 and is dedicated to the dissemination of research findings and advancements in the field of ...