PENGARUH BRAND AMBASSADOR RED VELVET DALAM IKLAN “MY BEAUTY MY RULE” TERHADAP BRAND IMAGE AZARINE COSMETIC (Survei Pada Followers Instagram @azarinecosmeticofficial Periode Maret 2024)

SELVI SAGITA, . (2024) PENGARUH BRAND AMBASSADOR RED VELVET DALAM IKLAN “MY BEAUTY MY RULE” TERHADAP BRAND IMAGE AZARINE COSMETIC (Survei Pada Followers Instagram @azarinecosmeticofficial Periode Maret 2024). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Periklanan merupakan salah satu strategi pemasaran yang tepat dan efisien. Untuk memperkuat iklan, perusahaan sering kali mengandalkan tokoh terkenal atau selebriti sebagai brand ambassador. Penggunaan brand ambassador juga berkontribusi dalam membenruk persepsi yang kuat terhadap merek di mata publik. Tujuan dari penelitian ini ingin mengetahui pengaruh brand ambassador Red Velvet dalam iklan “My Beauty My Rule” terhadap brand image Azarine Cosmetic. Penelitian ini menggunakan teori VisCAP yang dipopulerkan oleh Rossiter dan Percy. Teori tersebut menilai brand ambassador dengan menggunakan empat dimensi, yaitu Visibility, Credibility, Attraction dan Power. Selain itu, Selain itu, brand image diukur dengan menggunakan tiga dimensi yang dikembangkan oleh Keller, yaitu Favorable of Brand Association, Strength of Brand Association dan Uniqueness of Brand Association. Penelitian ini menggunakan metode survei dengan pendekatan kuantitatif dengan jenis metode eksplanatif. Teknik pengumpulan data yang menggunakan kuesioner melalui google form yang disebarkan kepada 100 responden yang merupakan followers (pengikut) Instagram @azarinecosmeticofficial. Teknik analisis data digunakan pada penelitian ini adalah uji normalitas, uji linearitas, uji korelasi, analisis regresi linear sederhana, uji koefisiensi determinasi dan uji hopotesis (uji t), dengan menggunakan SPSS 25 for Windows. Hasil dari pengujian menujukkan bahwa brand ambassador Red Velvet memiliki pengaruh sebesar 43,4% terhadap brand image Azarine, sementara terdapat variabel lain yang tidak termasuk dalam penelitian ini yang mempengaruhi brand image Azarine Cosmetic sebesar 56,6%. Oleh karena itu, dapat disimpulkan bahwa brand ambassador berpengaruh secara langsung terhadap brand image Azarine Cosmetic. *****Advertising media is considered one of the effective and efficient marketing strategies. To strengthen advertising efforts, companies often rely on famous personalities or celebrities as brand ambassadors. The use of brand ambassadors also shapes a strong perception of the brand in the eyes of the public. The aim of this research is to investigate the influence of Red Velvet as brand ambassadors in the "My Beauty My Rule" campaign on the brand image of Azarine Cosmetic. This study uses the VisCAP theory popularized by Rossiter and Percy, which evaluates brand ambassadors across four dimensions: Visibility, Credibility, Attraction, and Power. Additionally, brand image is measured using three dimensions developed by Keller: Favorability of Brand Association, Strength of Brand Association, and Uniqueness of Brand Association. This study uses a survey method with an explanatory quantitative. Data collection technique utilized a questionnaire distributed to 100 respondents who are followers of Instagram @azarinecosmeticofficial through Google Forms. The data analysis technique utilized in this research is included the normality test, linearity test, correlation test, simple linear regression analysis, determination coefficient test, and hypothesis test (t test), all performed with SPSS 25 for Windows. The test results indicate that the brand ambassador Red Velvet has an influence of 43.4% on the brand image of Azarine. There are other variables not included in this study that affect the brand image of Azarine Cosmetic by 56.6%. So, the sentence it can be concluded that the brand ambassador directly influences the brand image of Azarine Cosmetic.*****

Item Type:	Thesis (Sarjana)
Additional Information:	1) Wina Puspita Sari, M.Si.
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum)
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Selvi Sagita .
Date Deposited:	23 Jul 2024 03:59
Last Modified:	23 Jul 2024 03:59
URI:	http://repository.unj.ac.id/id/eprint/46006

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