?url_ver=Z39.88-2004&rft_id=1716031010&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+KREDIBILITAS+KOMUNIKATOR+TERHADAP%0D%0AKEPUTUSAN+PEMBELIAN+MENANTEA%0D%0A(Studi+Kasus+pada+Jerome+Polin+Sebagai+Brand+Ambassador+Menantea)&rft.creator=NURUL+%2C+CHASANAH+&rft.subject=380+Perdagangan%2C+komunikasi%2C+dan+transportasi&rft.description=Komunikasi+memainkan+peran+penting+pada+banyak+aspek%2C+seperti+dalam+bidang%0D%0Apemasaran.+Terdapat+banyak+cara+dalam+mengkomunikasikan+produk+untuk%0D%0Amempengaruhi+audiens+pada+tahapan+tertentu.+Salah+satunya+adalah+dengan%0D%0Amenghadirkan+komunikator+yang+kredibel%2C+seperti+penggunaan+brand%0D%0Aambassador.+Brand+ambassador+biasa+datang+dari+kalangan+influencer+karena%0D%0Adinilai+memiliki+jangkauan+luas%2C+keterlibatan+tinggi%2C+dan+kredibilitas+yang+dapat%0D%0Amenumbuhkan+kepercayaan+pada+audiensnya.+Kredibilitas+komunikator+dapat%0D%0Amemberi+pengaruh+terhadap+perubahan+perilaku+komunikan%2C+seperti+keputusan%0D%0Apembelian.+Penelitian+ini+bertujuan+untuk+mengetahui+seberapa+besar+pengaruh%0D%0Akredibilitas+komunikator+%E2%88%92+brand+ambassador+Jerome+Polin%2C+terhadap+keputusan%0D%0Apembelian+Menantea.+Teori+yang+digunakan+adalah+teori+reasoned+action.+Tipe%0D%0Apenelitian+dalam+penelitian+ini+adalah+penelitian+deskriptif+dengan+menggunakan%0D%0Apendekatan+kuantitatif.+Jumlah+sampel+100+responden+yang+ditentukan+dengan%0D%0ARumus+Slovin.+Teknik+pengumpulan+data+yang+digunakan+adalah+kuesioner.+Hasil%0D%0Adari+penelitian+ini+yaitu+kredibilitas+komunikator+%E2%88%92brand+ambassador+Jerome%0D%0APolin+berpengaruh+sedang+terhadap+keputusan+pembelian+Menantea+yakni+sebesar%0D%0A35%25+sedangkan+sisanya+65%25+dipengaruhi+oleh+faktor+lain+yang+tidak+diteliti+dalam%0D%0Apenelitian+ini.+Dimensi+kredibilitas+komunikator+terbesar+berada+pada+daya+tarik%0D%0Adengan+persentase+80%2C4%25..+Meski+memiliki+pengaruh+sedang%2C+kredibilitas%0D%0Akomunikator+%E2%88%92+brand+ambassador+Jerome+Polin+memberikan+dampak+pada+sikap%0D%0Aindividu+dan+norma+subjektif%2C+yang+kemudian+memunculkan+niat+positif+dan%0D%0Aberujung+pada+perilaku+keputusan+pembelian.%0D%0AKata+kunci%3A+Kredibilitas+Komunikator%2C+Keputusan+Pembelian%2C+Brand%0D%0AAmbassador+Jerome+Polin%2C+Produk+Menantea%0D%0A%0D%0ACommunication+plays+a+crucial+role+in+various+aspects%2C+such+as+in+the+field+of%0D%0Amarketing.+There+are+numerous+ways+to+communicate+products+to+influence%0D%0Aaudiences+at+specific+stages.+One+of+them+is+by+presenting+a+credible%0D%0Acommunicator%2C+such+as+the+use+of+a+brand+ambassador.+Brand+ambassadors+often%0D%0Acome+from+the+influencer+circle%2C+perceived+to+have+broad+reach%2C+high+engagement%2C%0D%0Aand+credibility+that+can+foster+trust+among+their+audience.+The+credibility+of+a%0D%0Acommunicator+can+influence+changes+in+the+communicant's+behavior%2C+such+as%0D%0Apurchasing+decisions.+This+study+aims+to+determine+the+extent+of+the+influence+of%0D%0Athe+communicator's+credibility+%E2%80%93+Jerome+Polin%2C+the+brand+ambassador+%E2%80%93+on+the%0D%0Apurchasing+decisions+of+Menantea.+The+theory+used+in+this+study+is+the+reasoned%0D%0Aaction+theory.+The+research+type+employed+is+descriptive+research+using+a%0D%0Aquantitative+approach.+The+sample+consists+of+100+respondents+determined+using%0D%0Athe+Slovin+Formula.+The+data+collection+technique+utilized+is+a+questionnaire.+The%0D%0Aresults+of+this+study+indicate+that+the+credibility+of+the+communicator+%E2%80%93+brand%0D%0Aambassador+Jerome+Polin+%E2%80%93+has+a+moderate+impact+on+the+purchasing+decisions+of%0D%0AMenantea%2C+for+35%25%2C+while+the+remaining+65%25+is+influenced+by+other+factors+not%0D%0Ainvestigated+in+this+study.+The+most+significant+dimension+of+communicator%0D%0Acredibility+lies+in+attractiveness%2C+with+a+percentage+of+80.4%25.+Despite+having+a%0D%0Amoderate+impact%2C+the+credibility+of+the+communicator+%E2%80%93+brand+ambassador+Jerome%0D%0APolin+%E2%80%93+influences+individual+attitudes+and+subjective+norms%2C+subsequently%0D%0Agenerating+positive+intentions+and+leading+to+purchasing+decision+behaviors.%0D%0AKeywords%3A+Communicator+Credibility%2C+Purchasing+Decision%2C+Brand+Ambassador%0D%0AJerome+Polin%2C+Menantea+Product&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2023-12-13&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F77920%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F77920%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F77920%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++NURUL+%2C+CHASANAH+++(2023)+PENGARUH+KREDIBILITAS+KOMUNIKATOR+TERHADAP+KEPUTUSAN+PEMBELIAN+MENANTEA+(Studi+Kasus+pada+Jerome+Polin+Sebagai+Brand+Ambassador+Menantea).++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F77920%2F