MEGA ARDHIANI KARTIKA, . (2025) PENGARUH SYIFA HADJU SEBAGAI BRAND AMBASSADOR DALAM MENINGKATKAN BRAND IMAGE PRODUK GLAD2GLOW (SURVEI FOLLOWERS INSTAGRAM @Glad2Glow). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Syifa Hadju sebagai brand ambassador dalam meningkatkan brand image produk Glad2Glow di kalangan followers Instagram @Glad2Glow. Latar belakang penelitian ini didasari oleh pentingnya peran brand ambassador dalam membangun brand image, terutama di era digital saat ini, di mana media sosial menjadi platform utama dalam pemasaran. Teori yang digunakan dalam penelitian ini mencakup konsep brand ambassador dan brand image, yang menjelaskan bagaimana kehadiran figur publik dapat memengaruhi persepsi konsumen terhadap merek. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik random sampling, melibatkan 100 responden yang merupakan followers Instagram @Glad2Glow. Data dikumpulkan melalui kuesioner yang disebarkan secara online dan dianalisis menggunakan regresi linier berganda. Hasil analisis menunjukkan bahwa dimensi brand ambassador, yaitu visibility, credibility, attraction, dan power, memiliki nilai mean tertinggi pada dimensi visibility (3,45), sedangkan brand image menunjukkan nilai mean tertinggi pada dimensi corporate image (3,52).Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan antara kehadiran Syifa Hadju sebagai brand ambassador dalam meningkatkan brand image produk Glad2Glow, dengan nilai signifikansi 0,000 dan koefisien determinasi (R²) sebesar 0,364. Hal ini mengindikasikan bahwa 36,4% brand image dipengaruhi oleh peran brand ambassador. Kesimpulan dari penelitian ini adalah bahwa brand ambassador yang tepat dapat memperkuat brand image di mata konsumen. Saran yang diberikan adalah agar Glad2Glow meningkatkan dimensi credibility dari brand ambassador dan user image untuk memperkuat brand image, serta mempertimbangkan penambahan variabel lain dalam penelitian selanjutnya untuk mendapatkan hasil yang lebih komprehensif. Penelitian ini diharapkan dapat memberikan kontribusi bagi pengembangan strategi pemasaran di industri skincare. Kata kunci: Brand ambassador, Brand image, Glad2Glow, Syifa Hadju ***** This study aims to analyze the influence of Syifa Hadju as a brand ambassador in enhancing the brand image of Glad2Glow products among the followers of Instagram account @Glad2Glow. The background of this research is based on the importance of the role of brand ambassadors in building brand image, especially in today's digital era, where social media has become the primary platform for marketing. The theories used in this study include the concepts of brand ambassador and brand image, which explain how the presence of public figures can affect consumer perceptions of a brand. The research method employed is a quantitative approach with random sampling techniques, involving 100 respondents who are followers of Instagram @Glad2Glow. Data were collected through an online questionnaire and analyzed using multiple linear regression. The analysis results indicate that the dimensions of the brand ambassador, namely visibility, credibility, attraction, and power, have the highest mean value in the visibility dimension (3.45), while the brand image shows the highest mean value in the corporate image dimension (3.52). The findings of the study reveal a positive and significant influence of Syifa Hadju's presence as a brand ambassador in enhancing the brand image of Glad2Glow products, with a significance value of 0.000 and a coefficient of determination (R²) of 0.364. This indicates that 36.4% of the brand image is influenced by the role of the brand ambassador. The conclusion of this study is that the right brand ambassador can strengthen the brand image in the eyes of consumers. The recommendations provided suggest that Glad2Glow should enhance the credibility dimension of the brand ambassador and the user image to strengthen the brand image, as well as consider adding other relevant variables in future research to obtain more comprehensive results. This study is expected to contribute to the development of marketing strategies in the skincare industry. Keywords: Brand ambassador, Brand image, Glad2Glow, Syifa Hadju
Item Type: | Thesis (Sarjana) |
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Additional Information: | 1). Qoryna Noer Seyma El Farabi, S.l.Kom., M.Si. ; 2). Mentari Anugrah Imsa, M.Si |
Subjects: | Ilmu Sosial > Ilmu Sosial (Umum) Ilmu Sosial > Komunikasi |
Divisions: | FIS > D IV Hubungan Masyarakat dan Komunikasi Digital |
Depositing User: | Mega Ardhiani Kartika . |
Date Deposited: | 05 Aug 2025 06:13 |
Last Modified: | 05 Aug 2025 06:13 |
URI: | http://repository.unj.ac.id/id/eprint/57932 |
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