ASTUTI, DWI BINTANG (2025) PENGARUH PESAN CHITATO OLEH AMBASSADOR SEVENTEEN TERHADAP PENINGKATAN BRAND IMAGE CHITATO DI KALANGAN FOLLOWERS AKUN INSTAGRAM @mychitato PERIODE APRIL - DESEMBER 2025. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine the influence of Seventeen as a brand ambassador on Chitato’s brand image through the Instagram account @mychitato as a digital communication medium. The independent variable in this study is the brand ambassador message, defined as the delivery of promotional messages through a public figure, while the dependent variable is brand image, which refers to consumers’ perceptions and impressions of the Chitato brand. This research employs a quantitative approach using a survey method involving 398 followers of the Instagram account @mychitato, selected through purposive sampling. Data were collected through questionnaires and analyzed using t-test, correlation analysis, simple linear regression, and coefficient of determination. The results show that brand ambassador messages have a significant effect on Chitato’s brand image, as indicated by a t-value of 5.929 which is greater than the t-table value of 1.966, with a significance level of 0.00 < 0.05. The correlation coefficient of 0.755 indicates a strong relationship, while the R Square value of 0.570 shows that 57% of the brand image is influenced by brand ambassador messages. Based on these findings, it can be concluded that the use of Seventeen as a brand ambassador on Instagram is effective in building Chitato’s brand image, although clearer and more consistent messaging is still needed to achieve more optimal results. Keywords: digital communication, brand ambassador, brand image, Instagram Penelitian ini bertujuan untuk mengetahui pengaruh pesan brand ambassador Seventeen terhadap brand image Chitato melalui media sosial Instagram @mychitato sebagai sarana komunikasi digital. Variabel independen dalam penelitian ini adalah pesan brand ambassador yang dipahami sebagai penyampaian pesan promosi melalui figur publik, sedangkan variabel dependen adalah brand image yang merujuk pada persepsi dan kesan konsumen terhadap merek. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 398 followers akun Instagram @mychitato yang ditentukan menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan uji t, korelasi, regresi sederhana, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa pesan brand ambassador berpengaruh signifikan terhadap brand image Chitato, dengan nilai t-hitung sebesar 5,929 yang lebih besar dari t-tabel 1,966 dan signifikansi 0,00 < 0,05. Nilai koefisien korelasi sebesar 0,755 menunjukkan hubungan yang kuat, sedangkan nilai R Square sebesar 0,570 menunjukkan bahwa 57% brand image dipengaruhi oleh pesan brand ambassador. Berdasarkan hasil tersebut, dapat disimpulkan bahwa penggunaan Seventeen sebagai brand ambassador melalui Instagram efektif dalam membangun brand image Chitato, meskipun kejelasan dan konsistensi pesan masih perlu ditingkatkan. Kata kunci: komunikasi digital, brand ambassador, brand image, Instagram.
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