PENGARUH DAYA TARIK BRAND AMBASSADOR AFGANSYAH REZA TERHADAP BRAND IMAGE SMARTPHONE VIVO : (Survei Pada Followers INSTAGRAM @Vivo_Indonesia Yang Melihat Iklan Afgan)

La Ode Muhamad Wahid Dien, . (2020) PENGARUH DAYA TARIK BRAND AMBASSADOR AFGANSYAH REZA TERHADAP BRAND IMAGE SMARTPHONE VIVO : (Survei Pada Followers INSTAGRAM @Vivo_Indonesia Yang Melihat Iklan Afgan). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Vivo is a global company that manufactures smartphones and has its market in Indonesia, in Promoting its products Vivo using Brand Ambassador as one of its marketing strategies. In the selection of brand, Ambassador Vivo chose Afgansyah Reza As its brand Ambassador. Because as a celebrity Afgansyah Reza is considered to have a considerable appeal in promoting a product. This research is talking about the influence of brand ambassador Afgansyah Reza towards brand image smartphone Vivo. This method of research is the Quantitative with a total of 100 respondents from Instagram's followers Vivo Indonesia. The theory used In this research is the Selective Influencer theory. The appeal of Brand Ambassadors is measured based on 3 (three) Dimensions of Physical likability, Non-Physical likability, and similarity whereas brand Image is measured Based on 5 (five) dimensions namely Brand Identity, Brand Personality, Brand Association, Brand Attitude, and brand Benefit and Competence. The Research results from the correlation test are known to have strong relationships, meaning that the appeal of the brand ambassador relates to the brand image. The test result coefficient of determination is known to have an effect of 37.7% and the rest is determined by other factors. The regression test results showed that every 1% increase in the value of the brand Ambassador's appeal, the brand Image value increased by 0.829. Hypothesis test results with T count can be deduced H0 rejected and Ha accepted which means the appeal of the brand ambassador Afgansyah Reza affects the brand image

Item Type: Thesis (Skripsi)
Additional Information: [No Panggil: 1610411156 [Pembimbing: Ratu Nadya W] [Penguji 1: Aan Setiadarma] [Penguji 2: Puri Bestari M]
Uncontrolled Keywords: Brand Ambassador Appeal, Brand Image, Selective Influence Theory
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: La Ode Mohamad Wahid Dien
Date Deposited: 24 Aug 2022 04:45
Last Modified: 24 Aug 2022 04:45
URI: http://repository.upnvj.ac.id/id/eprint/20772

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