PENGARUH KREDIBILITAS BRAND AMBASSADOR NCT DREAM TERHADAP BRAND AWARENESS TOSTOS TORTILLA CHIPS: Survei pada Followers Instagram @tostosid

Amanda Aisyana Nasution, . (2025) PENGARUH KREDIBILITAS BRAND AMBASSADOR NCT DREAM TERHADAP BRAND AWARENESS TOSTOS TORTILLA CHIPS: Survei pada Followers Instagram @tostosid. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The development of information and communication technology in the Korean Wave can change marketing strategies, such as TosTos Tortilla Chips' use of South Korean brand ambassadors NCT Dream. This strategy is effective in the digital age to strengthen market reach. This study aims to examine whether there is an influence of the credibility of NCT Dream (X) brand ambassadors on the brand awareness of TosTos Tortilla Chips (Y). The theory used is source credibility theory, which explains that credible sources are far more effective in influencing public opinion or thought than non-credible sources. The method used in this study is an explanatory quantitative. The population in this study consisted of followers of the Instagram account @tostosid, with a sample size of 100 respondents calculated using the Taro Yamane formula. This study used purposive sampling to determine the sample and collected data through a questionnaire that had been determined based on the research criteria. All data obtained were analyzed using SPSS version 26. The results of the study indicate that the credibility of the NCT Dream brand ambassador influences brand awareness of TosTos Tortilla Chips by 57.3%, while 42.7% is influenced by other factors not examined in this study.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411034] [Pembimbing: Windhi Tia Saputra] [Penguji 1: Siti Maryam] [Penguji 2: Hermina Manihuruk]
Uncontrolled Keywords: Brand Ambassador Credibility, Brand Awareness, Korean Wave, Source Credibility Theory
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: AMANDA AISYANA NASUTION
Date Deposited: 06 Aug 2025 06:55
Last Modified: 06 Aug 2025 06:55
URI: http://repository.upnvj.ac.id/id/eprint/39001

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