ABSTRAK
Dwita Oktaviani, 1610414320010, 2022, Pengaruh Brand Ambassador
EXO Terhadap Minat Beli Produk Skincare Nature Republic di Banjarmasin
Dibimbing oleh Sarwani dan Noviana Sari.
Boygroup EXO menjadi salah satu boygroup asal Korea Selatan yang
memiliki tingkat kepopularitasan yang besar dimata masyrakat lokal maupun
internasional. Kpop menjadi salah satu trend yang tengah mendunia, situasi ini
menjadikan Nature Republic memilih boygroup EXO menjadi Brand Ambassador
sebagai salah satu strategi promosi. Tujuan dari penelitian ini yaitu untuk
mengetahui besaran pengaruh brand ambassador EXO (X) terhadap minat beli (Y)
produk skincare Nature Republic di Kota Banjarmasin.
Pendekatan penelitian ini adalah kuantitatif dengan tipe eksplanatif. Dengan
subjek penelitian karakteristik minat beli produk skincare Nature dan sampel yang
diambil sebanyak 100 orang dengan teknik purpossive sampling, data dikumpulkan
menggunakan kuesioner dan dianalisis menggunakan analisis regresi linear
sederhana dengan derajat kepercayaan 90%.
Hasil pengujian hipotesis menunjukkan nilai Sig. 0,000< 0,05, maka H0
ditolak dan Ha diterima,berarti terdapat pengaruh antara Brand Ambassador (X)
Terhadap Minat Beli (Y), didukung dengan nilai t hitung > t tabel (4,429 > 1,660).
Nilai persamaan regresi Y =16.241+ 0,406X dan nilai R 0,893 yang terletak pada
interval 0,80-1.000 yang diinterpretasikan sangat kuat. Maka hubungan antara
pengaruh dari Brand Ambassador EXO Terhadap Minat Beli Produk Skincare
Nature Republi di Banjarmasin memiliki tingkat hubungan yang kuat .Nilai R
square sebesar 0,798 atau 79.8% yang berarti pengaruh variabel bebas (Brand
Ambassador) terhadap variabel terikat (Minat Beli) adalah sebesar 79.8% dan
sisanya 21.2% dipengaruhi faktor lain yang tidak dibahas dipenelitian ini.
Kata kunci : Brand Ambassador, Minat beli, Skincare Nature Republic

ABSTRACT
Dwita Oktaviani, 1610414320010, 2022, The Influence of EXO Brand
Ambassadors on Interest in Buying Nature Republic Skincare Products in
Banjarmasin. Guided by Sarwani and Noviana Sari.
Boygroup EXO is one of the boy groups from South Korea that has a great
level of popularity in the eyes of the local and international community. Kpop has
become one of the global trends, this situation makes Nature Republic choose the
boy group EXO to be its Brand Ambassador as one of its promotional strategies.
The purpose of this study was to determine the magnitude of the influence of the
brand ambassador of EXO (X) on buying interest (Y) for Nature Republic skincare
products in Banjarmasin City.
This research approach is quantitative with explanative type. With the
research subject the characteristics of interest in buying Nature's skincare products
and samples taken as many as 100 people using purposive sampling technique, data
were collected using a questionnaire and analyzed using simple linear regression
analysis with a 90% confidence degree.
The results of hypothesis testing show the value of Sig. 0.000 < 0.05, then
H0 is rejected and Ha is accepted, meaning that there is an influence between
Brand Ambassador (X) on Buying Interest (Y), supported by the t count > t table
(4,429 > 1,660). The value of the regression equation Y = 16.241 + 0.406X and the
R value of 0.893 which lies in the interval 0.80-1000 which is interpreted very
strongly. So the relationship between the influence of the EXO Brand Ambassador
on the Interest in Buying Skincare Products Nature Republic in Banjarmasin has a
strong relationship level. The R square value is 0.798 or 79.8% which means that
the influence of the independent variable (Brand Ambassador) on the dependent
variable (Purchase Interest) is 79.8 % and the remaining 21.2% is influenced by
other factors not discussed in this study.
Keywords: Brand Ambassador, Purchase Interest, Skincare Nature Republic