Pengaruh Brand Ambassador Blackpink Terhadap Brand Image E-commerce Shopee

Shelma Bertari Gultom, Devilia Sari

Abstract

Abstrak Salah satu strategi yang digunakan perusahaan dalam memasarkan produknya adalah dengan menggunakan media iklan yang disertai dengan mengikutsertakan selebriti sebagai brand ambassador untuk membentuk identitas serta menentukan image dari produknya. Oleh sebab itu peneliti termotivasi melakukan penelitian tugas akhir mengenai seberapa besar pengaruh brand ambassador terhadap brand image ecommerce Shopee. Penelitian ini bertujuan untuk mengetahui bagaimana brand ambassador dan brand image e-commerce Shopee dan mengetahui seberapa besar pengaruh brand ambassador yang terdiri dari visibility, credibility, attraction dan power terhadap brand image e-commerce Shopee. Teknik pengambilan data sampel yang digunakan dalam penelitian ini adalah non-probability sampling dengan metode purposive sampling, dengan jumlah responden sebanyak 100 responden. Penelitian ini akan menggunakan metode kuantitatif dengan menggunakan analisis regresi berganda. Berdasarkan hasil pengolahan data Brand Ambassador berada pada kategori baik dengan nilai 71,4% sama halnya dengan brand image yang berada pada kategori baik dengan nilai 77,3%. Sedangkan berdasarkan evaluasi pengaruh variabel-variabel brand ambassador yang terdiri dari visibility, credibility, attraction dan power terbukti memiliki pengaruh signifikan terhadap brand image sebesar 23,4%. Attraction menjadi variabel terbesar yang mempengaruhi brand image. Sedangkan, sisanya 76,6% dipengaruhi oleh variabel lain yang tidak disebutkan dalam penelitian ini. Kata Kunci: Brand Ambassador, Visibility, Credibility, Attraction, Power, Brand Image, E-Commerce Abstract One of the strategy used by companies to market their products is by using advertising media accompanied by involving celebrities as brand ambassador to shape and determine the identity of the image products. Therefore, researchers are motivated to do research thesis about how much influence the brand ambassador of the company's brand image Shopee e-commerce. This study aims to determine how the brand ambassador and brand image Shopee e-commerce, and determine how much influence the brand ambassador consisting of visibility, credibility, attraction, and power to the brand image Shopee e-commerce. Sampling technique used in this research is non-probality sampling with purpisive sampling method, with the number of respondents as many as 100 respondents. This research will use kuntitatif method by using multiple regression analysis. Based on the results of data processing Brand Ambassador shows is in good category with the value of 71,4%, as well as Brand Image shows is in good category with a value of 77,3%. While based on the evaluation of variables of Brand Ambassador consisting of visibility, credibility, attraction, and power proved that have a significant positive effect on Brand Image of image 23,4%. Attraction becomes the biggest variable affecting Brand Image and 76,6% are influenced by other variables outside of thisresearch. Keywords: Brand Ambassador, Visibility, Credibility, Attraction, Power, Brand Image, E-Commerce

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