PENGARUH BRAND AMBASSADOR CINTA LAURA DALAM KAMPANYE PUBLIC RELATIONS THE BODY SHOP FOREVER AGAINST ANIMAL TESTING TERHADAP CITRA PERUSAHAAN

MANGGIASIH, PUTRI (2018) PENGARUH BRAND AMBASSADOR CINTA LAURA DALAM KAMPANYE PUBLIC RELATIONS THE BODY SHOP FOREVER AGAINST ANIMAL TESTING TERHADAP CITRA PERUSAHAAN. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

ABSTRAK The Body Shop adalah perusahaan kosmetik global yang bergerak di berbagai negara, termasuk di Indonesia. The Body Shop merupakan perusahaan kosmetik yang peduli terhadap permasalahan sosial dan lingkungan. Kepeduliannya ini tidak hanya memberikan donasi berupa uang. Namun, The Body Shop melakukan program-program kampanye Public Relations sebagai aksi nyata dalam menunjukkan kepeduliannya dengan menggunakan Cinta Laura sebagai brand ambassador mereka. Penelitian ini dilakukan untuk mengetahui seberapa besar pengaruh brand ambassador Cinta Laura dalam kampanye Public Relations The Body Shop “Forever Against Animal Testing” terhadap citra perusahaan. Penelitian ini menggunakan teori S-O-R yang menjelaskan bahwa dengan adanya sosok brand ambassador (stimulus) yang memberikan informasi ataupun pesan produk/ perusahaan kepada konsumen atau para khalayak (organism) dapat mempengaruhi persepsi akan citra perusahaan (response). Pendekatan dalam penelitian ini adalah kuantitatif. Metode yang digunakan adalah metode survei, dengan data yang diperoleh melalui kuesioner yang disebar kepada 118 orang responden. Penelitian ini menunjukkan nilai t hitung yang didapatkan sebesar 6,767 lebih besar dibandingkan nilai t tabel sebesar 1,981. Hal ini menyatakan jika Ha diterima, yaitu bahwa adanya pengaruh antara brand ambassador Cinta Laura dalam kampanye Public Relations The Body Shop “Forever Against Animal Testing” terhadap citra perusahaan dengan nilai korelasi 0,532 yang berarti hubungan antar kedua variabel dinilai kuat, dengan nilai koefisien determinasi yang menandakan sebesar 28,3% variabel citra perusahaan adalah kontribusi dari variabel brand ambassador dalam kampanye PR. Kata Kunci: Brand Ambassador, Citra Perusahaan, Teori S-O-R ABSTRACT The Body Shop is a global cosmetics company engaged in various countries, including in Indonesia. The Body Shop is a cosmetics company that cares about social and environmental issues. This concern not only provides donations in the form of money. However, The Body Shop conducts Public Relations campaign programs as a real action in showing their concern by using Cinta Laura as their brand ambassador. This research was did to know how many influence Cinta Laura as a Brand Ambassador The Body Shop PR Campaign to corporate image. This research using S-O-R theory which explains that with the existence of brand ambassador (stimulus) that give information or message of product/company to consumer or the audience (organism) can influence perception of corporate image (response). Approachment on this research is quantitative. The using method is survey method, with data which gained from questionnaires had spreaded to 118 respondences. This research shows the value was gained for 6,767 bigger than 1,981 value, it’s show if accepted that there is a influence between Cinta Laura as a Brand Ambassador on The Body Shop PR Campaign to corporate image with correlation value 0,532 which means have a strong relationship between two variables, with coefficient of determination value indicator to 28,3% from variable of corporate image is contribution variable of Cinta Laura as a Brand Ambassador on The Body Shop PR Campaign Keyword: Brand Ambassador, Corporate Image, S-O-R Theory

Item Type: Thesis (S2)
NIM: 55216110003
Uncontrolled Keywords: Brand Ambassador, Corporate Image, S-O-R Theory
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 324 Political Process/Proses Politik
300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 324 Political Process/Proses Politik > 324.5 Campaigns for Nominations/Kampanye
300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 324 Political Process/Proses Politik > 324.9 Political Campaigns/Kampanye Politik
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: Dede Muksin Lubis
Date Deposited: 10 Jul 2018 02:33
Last Modified: 10 Jul 2018 02:33
URI: http://repository.mercubuana.ac.id/id/eprint/43589

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