Ember, can't assign a variable inside an AJAX call

So I am trying to assign a variable, it runs ok if there is no ajax call but trying to assign the response does not work (response data is ok, I can console.log it) Here is my component code, upon editing the objects array anywhere but in the ajax call it updates correctly.

import Component from '@ember/component';
import Ember from 'ember';

export default Component.extend({

  objects: [],

  actions: {
    loadObjects: function() {
      Ember.$.ajax({
        url: 'http://ift.tt/2zsz6qg',
        type: "GET"

      }).then(function(resp) {
        this.set('objects', resp);
        console.log(resp);
      });
    }
  }
});

Any idea? Been smashing my head for hours