Pengaruh Endorser Tasya Farasya Terhadap Brand Image Produk Safi

Nabila Putri, Ruth Mei Ulina Malau

Abstract

Abstrak
Penelitian ini bertujuan untuk mengetahui apakah endorser Tasya Farasya terhadap
brand imageproduk Safi, serta untuk mengetahui seberapa besar pengaruh endorser Tasya
Farasya terhadap brand image produk Safi. Faktor-faktor yang di uji dalam penelitian ini
adalah endorser Tasya Farasya sebagai variabel independen, sedangkan brand image produk
safi digunakan sebagai variabel dependen. Metode penelitian ini adalah pengguna youtube
yang merupakan subscriber dari youtube Tasya Farasya yang berjumlah 3.011.000
subscriber. Teknik penentuan sampel yang digunakan dalam penelitian ini yaitu teknik non
probabilitysampling dengan teknik purposive sampling, sementara untuk menghitung jumlah
sampel menggunakan rumus Slovin sehingga jumlah sampel dalam penelitian ini adalah
regresi linear sederhana pada taraf signifikan sebesar 10%. Program yang digunakan dalam
menganalisis data menggunakan Statistical Package for Social Sciences (SPSS) versi 25.
Hasil penelitian menunjukkan bahwa endorser Tasya Farasya berpengaruh terhadap brand
image produk Safi. Besarnya endorser Tasya Farasya berpengaruh terhadap brand image
produk Safi.
Kata Kunci: Endorser Tasya Farasya dan Brand Image Produk Safi.
Abstract
This study aims to determine whether the Tasya Farasya endorser on the brand image
of Safi products, and to determine how much influence the Tasya Farasya endorsers have on
the brand image of Safi products. The factors tested in this study were the endorser Tasya
Farasya as an independent variable, while the brand image of Safi products as the dependent
variable. The research method used in this study is a causal relationship. The population in
this study were YouTube users who were subscribers of the Tasya Farasya YouTube, totaling
3,011,000 subscribers. The sampling technique used in this study is non-probability sampling
with purposive sampling technique, while to calculate the number of samples using the Slovin
formula so that the number of samples in this study were 100 respondents. The method of
analysis used in this research is simple linear regression analysis at a significance level of
10%. The program used to analyze the data used the Statistical Package for Social Sciences
(SPSS) Version 25. The results showed that the endorser Tasya Farasya had an effect on the
brand image of Safi products. The amount of Tasya Farasya endorser has an effect on the
brand image of Safi products.
Keywords: Tasya Farasya Endorser and Safi Product Brand Image

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