Hanna Safitri, - (2023) PENGARUH BRAND AMBASSADOR TERHADAP BRAND IMAGE PRODUK LIFE CAT: Studi Korelasi pada Penggemar Kucing Pengikut Akun @kochengfess di Twitter X. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Brand ambassador digunakan untuk membantu memasarkan suatu produk untuk meningkatkan brand image (citra merek) dari produk tersebut. Penelitian ini bertujuan untuk menguji pengaruh brand ambassador terhadap brand image produk Life Cat menggunakan variabel-variabel turunan brand ambassador yaitu kredibilitas (credibility), daya tarik (attraction) dan kemampuan (power), yang akan dianalisis melalui teori Stimulus-Organisme-Respons (SOR). Metode yang digunakan pada penelitian ini adalah kuantitatif deskriptif melalui angket/kuesioner, dengan jumlah sampel yang diambil sebanyak 100 responden, dan menggunakan teknik probability sampling serta metode simple random sampling (pengambilan sampel secara acak). Hasil penelitian ini menunjukkan bahwa terdapat pengaruh positif antara brand ambassador terhadap brand image produk Life Cat yang dibuktikan dengan hasil nilai t hitung 6,392 dengan nilai signifikan sebesar 0,000 < 0,05, hal ini menunjukkan bahwa brand ambassador memiliki pengaruh sebesar 38,6% terhadap brand image produk Life Cat. Selanjutnya dari penelitian ini ditemukan bahwa teori Stimulus-Organisme-Respons (SOR) dapat diimplikasikan dengan penelitian ini. Melalui penelitian ini diharapkan kepada para peneliti mendatang untuk mengembangkan aspek-aspek lain yang turut mempengaruhi tingkat Brand Image pada suatu produk. Brand ambassadors are used to help market a product to enhance the brand image of the product. This study aims to examine the influence of brand ambassadors on the brand image of Life Cat products using brand ambassador derivative variables, namely credibility, attraction and power, which will be analyzed through Stimulus-Organism-Response (SOR) theory. The method used in this study is descriptive quantitative through a questionnaire, with a total sample taken of 100 respondents, and using probability sampling technique and simple random sampling method (random sampling). The results of this study indicate that there is a positive influence between brand ambassadors on the brand image of Life Cat products as evidenced by the t-count value of 6.392 with a significant value of 0.000 <0.05, this indicates that brand ambassadors have an influence of 38.6% on brand Life Cat product image. Furthermore, from this study it was found that the Stimulus-Organism-Response (SOR) theory could be implied by this research. Through this research, it is hoped that future researchers will develop other aspects that also influence the level of Brand Image of a product.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&user=25oQJZUAAAAJ ID SINTA Dosen Pembimbing: Deni Darmawan: 5973309 Mina Holilah: 6146978 |
| Uncontrolled Keywords: | Brand ambassador, Brand image, Daya Tarik, Kemampuan, Kredibilitas Attractiveness, Brand ambassador, Brand image, Credibility, Power |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi |
| Depositing User: | Hanna Safitri |
| Date Deposited: | 07 Feb 2024 08:49 |
| Last Modified: | 07 Feb 2024 08:49 |
| URI: | http://repository.upi.edu/id/eprint/115032 |
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