PENGARUH BRAND AMBASSADOR HAN SO HEE TERHADAP BRAND IMAGE PRODUK SOMETHINC DI KALANGAN SISWA-SISWI SMA BUDHI WARMAN II JAKARTA

YARA, NABILAH SALSABILA LOUISE (2023) PENGARUH BRAND AMBASSADOR HAN SO HEE TERHADAP BRAND IMAGE PRODUK SOMETHINC DI KALANGAN SISWA-SISWI SMA BUDHI WARMAN II JAKARTA. S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Brand ambassador merupakan salah satu strategi yang digunakan oleh perusahaan untuk meningkatkan brand image suatu produk. Somethinc memilih aktris Han So Hee sebagai brand ambassador untuk dapat meningkatkan brand image dalam membangun kepercayaan konsumen terhadap produk Somethinc. Tujuan dari penelitian ini untuk mengetahui seberapa besar pengaruh Brand Ambassador Han So Hee terhadap Brand Image produk Somethinc di kalangan Siswa-Siswi SMA Budhi Warman II Jakarta. Teori yang digunakan dalam penelitian ini Teori S-O-R. Metode penelitian kuantitatif dengan penelitian eksplanatif melalui metode survei dan paradigma positivisme. Populasi dan sampel merupakan siswa dan siswi SMA Budhi Warman II Jakarta kelas 10, 11, & 12. Teknik pengambilan sampel nonprobability sampling melalui metode purposive sampling, dengan jumlah 100 responden. Teknik analisa data menggunakan software SmartPLS 3.0 melalui outer model, inner model, dan uji hipotesis. Hasil penelitian menunjukkan nilai original sample positif sebesar 0,688 atau 68,8%, nilai t-hitung > t-tabel menunjukkan nilai 10,807 > 1,96 dan hasil nilai p-value sebesar 0.000 < 0,05, serta nilai R-square sebesar 0,474 atau 47,4%. Hal ini membuktikan bahwa Han So Hee sebagai brand ambassador memiliki pengaruh positif dan signifikan terhadap brand image produk Somethinc sebesar 47,4%, sedangkan 52,6% sisanya dijelaskan atau diterangkan oleh faktor lain di luar penelitian ini. Kata Kunci: Brand Ambassador, Brand Image, Somethinc ABSTRACT Brand ambassadors are one of the strategies used by companies to enhance the brand image of a product. Somethinc chose actress Han So Hee as a brand ambassador to be able to improve brand image in building consumer confidence in Something's products. The purpose of this research is to find out how much influence Brand Ambassador Han So Hee has on the Brand Image of Somethinc products among SMA Budhi Warman II Jakarta students. The theory used in this research is S-O-R theory. Quantitative research method with explanatory research through survey method and positivism paradigm. The population and sample are students of SMA Budhi Warman II Jakarta grades 10, 11 & 12. The sampling technique is non-probability sampling using a purposive sampling method, with a total of 100 respondents. Data analysis techniques use SmartPLS 3.0 software through the outer model, inner model, and hypothesis testing. The results showed that the original sample value was positive by 0.688 or 68.8%, the t-count > t-table showed a value of 10.807 > 1.96 and the resulting p-value was 0.000 <0.05, and the R-square value was 0.474 or 47.4%. This proves that Han So Hee as a brand ambassador has a positive and significant influence on the brand image of Something's product by 47.4%, while the remaining 52.6% is explained or explained by other factors outside of this study. Keywords: Brand Ambassador, Brand Image, Somethinc

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