PENGARUH BRAND AMBASSADOR ANGGA YUNANDA TERHADAP BRAND IMAGE KOPI KENANGAN X OATSIDE (SURVEI PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA)

AMANDA, . (2025) PENGARUH BRAND AMBASSADOR ANGGA YUNANDA TERHADAP BRAND IMAGE KOPI KENANGAN X OATSIDE (SURVEI PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Pertumbuhan signifikan terjadi pada industri kedai kopi lokal di Indonesia, dan munculnya berbagai macam kedai kopi lokal membuat persaingan antar kedai kopi lokal semakin ketat. Kopi Kenangan menggunakan brand ambassador untuk memperkuat brand image dengan meluncurkan kolaborasi Kopi Kenangan x Oatside bersama Angga Yunanda sebagai brand ambassador. Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador Angga Yunanda terhadap brand image Kopi Kenangan x Oatside di kalangan mahasiswa Universitas Negeri Jakarta. Penelitian ini menggunakan pendekatan kuantitatif. Pengambilan sampel menggunakan teknik purposive sampling dengan penentuan jumlah sampel menggunakan rumus Slovin, diperoleh sampel sejumlah 100 responden. Teori yang digunakan dalam penelitian yaitu teori Rossiter & Percy serta Keller. Brand Ambassador (X) diukur berdasarkan teori VisCAP dengan empat dimensi yaitu Visibility, Credibility, Attraction, dan Power, sedangkan Brand Image (Y) diukur dengan tiga dimensi yaitu Strength (Familiarty) of Brand Association, Favorability of Brand Association, dan Uniqueness of Brand Association. Diperoleh nilai korelasi (R) sebesar 0,613 yang termasuk dalam kategori tingkat hubungan kuat, maka uji hipotesis pertama dapat disimpulkan HA dapat diterima dan H0 ditolak. Uji T menunjukkan bahwa T hitung (7,675) > T tabel (1,984), yang disimpulkan bahwa Brand Ambassador (X) berpengaruh signifikan terhadap Brand Image (Y). Koefisien determinasi (R2) diperoleh sebesar 37,5%, brand image Kopi Kenangan x Oatside dipengaruhi oleh brand ambassador Angga Yunanda, pada kategori moderat atau medium. Kesimpulan penelitian ini adalah Angga Yunanda sebagai brand ambassador memberikan dampak signifikan pada brand image Kopi Kenangan x Oatside. ***** Significant growth in Indonesia's local coffee shop industry has intensified competition among brands. To strengthen its brand image, Kopi Kenangan launched a collaboration with Oatside, featuring Angga Yunanda as brand ambassador. This study aims to examine the influence of Angga Yunanda as a brand ambassador on the brand image of Kopi Kenangan x Oatside among State University of Jakarta students. Using a quantitative approach and incidental sampling with the Slovin formula, 100 respondents were obtained. The theory used in the study is the theory of Rossiter & Percy and Keller. Brand Ambassador (X) is measured based on the VisCAP theory with four dimensions, namely Visibility, Credibility, Attraction, and Power, while Brand Image (Y) is measured with three dimensions, namely Strength (Familiarity) of Brand Association, Favorability of Brand Association, and Uniqueness of Brand Association. The correlation value (R) obtained is 0.613 which is in the strong correlation level category, so the first hypothesis test can be concluded that HA can be accepted and H0 is rejected. The T test shows that T count (7.675) > T table (1.984), which concludes that Brand Ambassador (X) has a significant effect on Brand Image (Y). The coefficient of determination (R2) is obtained at 37.5%, the brand image of Kopi Kenangan x Oatside is influenced by brand ambassador Angga Yunanda, in the moderate or medium category. The conclusion of this study is that Angga Yunanda as a brand ambassador has a significant impact on the brand image of Kopi Kenangan x Oatside.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Muria Putriana, S.A.P.,M.Pd. ; 2). Abdul Kholik, M.I.Kom.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Users 28044 not found.
Date Deposited:	28 Jul 2025 04:37
Last Modified:	28 Jul 2025 04:37
URI:	http://repository.unj.ac.id/id/eprint/56796

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