Pengaruh Aespa Sebagai Brand Ambassador Terhadap Brand Awareness Nabati Richoco (Survei pada Followers Instagram Official Nabati @nabati_id)

INTAN SHIFA RUSLIANI, . (2025) Pengaruh Aespa Sebagai Brand Ambassador Terhadap Brand Awareness Nabati Richoco (Survei pada Followers Instagram Official Nabati @nabati_id). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan teknologi di era digital saat ini seorang praktisi public relations menggunakan strategi marketing public relations untuk dapat menjangkau khalayak dengan cara cepat dan efektif, sehingga mampu meningkatkan brand awareness. Untuk meningkatkan popularitas produk, perusahaan sering kali memilih penggunaan tokoh terkenal sebagai brand ambassador. Tujuan penelitian ini adalah untuk mengetahui apakah penggunaan Aespa sebagai brand ambassador dapat memengaruhi brand awareness Nabati Richoco di kalangan followers Instagram official Nabati @nabati_id. Adanya fenomena korean wave di Indonesia,pengunaan tokoh terkenal asal Korea Selatan sebagai brand ambassador banyak ditemui, salah satunya adalah Nabati yang bekerja sama dengan salah satu girl group idol Aespa. Dalam penelitian ini menggunakan teori S-O-R, brand ambassador, brand awareness. Pada variabel (X) brand ambassador diukur melalui empat dimensi yang di populerkan oleh Rossiter dan Percy, yaitu Visibility (kepopuleran), Credibility (kredibilitas), attraction (daya tarik) dan Power (kekuatan). Selain itu variabel (Y) brand awareness diukur melalui empat dimensi yang di populerkan oleh Keller, yaitu Recall, Recognition, Purchase dan Consumption. Penelitian ini menggunakan metode kuantitatif desain eksplanatif dengan metode survei. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner melalui google form kepada 100 followers akun Instagram official Nabati @nabati_id. Teknik analisis data digunakan pada penelitian ini adalah uji validitas, reliabilitas, uji normalitas, uji analisis regresi linier sederhana, uji parsial dan uji koefisien determinasi, dengan menggunakan SPSS 27 for Windows. Hasil penelitian ini menunjukan bahwa Aespa sebagai brand ambassador memberikan pengaruh terhadap brand awareness Nabati Richoco. Hal ini dibuktikan dengan nilai koefisien determinasi sebesar 52,6% brand ambassador memiliki pengaruh terhadap brand awareness, Sementara 47,4% di pengaruhi oleh variabel lain yang tidak di teliti. Oleh karena itu, dapat disimpulkan bahwa brand ambassador Aespa berpengarauh terhadap brand awareness Nabati Richoco. Kata Kunci : Brand ambassador, brand awareness, teori S-O-R, K-Pop *In the current digital era, a public relations practitioner uses marketing public relations strategies to reach an audience quickly and effectively, thus increasing brand awareness. To boost product popularity, companies often choose to use famous figures as brand ambassadors. This research aims to investigate whether the use of Aespa as a brand ambassador can influence the brand awareness of Nabati Richoco among followers of Nabati's official Instagram account (@nabati_id). Due to the Korean Wave phenomenon in Indonesia, the use of famous South Korean figures as brand ambassadors is widely found. One such example is Nabati, which collaborated with the idol girl group Aespa. This study uses the Stimulus-Organism-Response (S-O-R), brand ambassador, and brand awareness theories. The variable (X), brand ambassador, is measured through four dimensions popularized by Rossiter and Percy: Visibility, Credibility, Attraction, and Power. Meanwhile, the variable(Y), brand awareness, is measured through four dimensions popularized by Keller: Recall, Recognition, Purchase, and Consumption. This study uses a quantitative, explanatory design with a survey method. Data collection was carried out by distributing questionnaires via Google Forms to 100 followers of the Nabati official Instagram account, @nabati_id. The data analysis techniques used in this study were validity testing, reliability testing, normality testing, simple linear regression analysis, partial testing, and coefficient of determination testing, using SPSS 27 for Windows. The results of this study indicate that Aespa as a brand ambassador has a significant influence on Nabati Richoco's brand awareness. This is proven by the coefficient of determination value of 52.6%, showing that the brand ambassador has an influence on brand awareness. The remaining 47.4% is influenced by other variables not examined. Therefore, it can be concluded that Aespa as a brand ambassador influences Nabati Richoco's brand awareness. Keyword : Brand ambassador, brand awareness, theory S-O-R, K-Pop*

Item Type:	Thesis (Sarjana)
Additional Information:	1) Qoryna Noer Seyma El Farabi, M.Si 2) Mentari Anugrah Imsa, M.Si
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Users 28056 not found.
Date Deposited:	28 Jul 2025 02:40
Last Modified:	28 Jul 2025 02:40
URI:	http://repository.unj.ac.id/id/eprint/56809

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