Pengaruh Endorser Tasya Farasya Terhadap Brand Image Produk Safi

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