AGRINA, TRISKA (2023) PENGARUH BRAND AMBASSADOR TASYI ATHASYIA TERHADAP BRAND IMAGE CRYSTALIN WATER (Survey Pada Followers Instagram @tasyiiathasyia). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Social media is now experiencing very rapid development, the increasing number of social media users, the more diverse their usage activities, now Instagram is the most popular social media used by companies to promote or introduce their products to the target market, namely by using Brand Ambassadors to strengthen a product and build a product image or brand image. This research focuses on discussing the influence of Brand Ambassador Tasyi Athasyia on the Brand Image of Crystalin Water. The discussion on Brand Ambassadors uses the 4-dimensional concept by VisCap and Rossiter and Percy namely, the dimensions of visibility, credibility, attraction, and power. Brand Image uses the 3-dimensional concept of P.K. and K.L, Keller namely, the dimensions of Favorability of Brand Association, Strength of Brand Association, Uniqueness of Brand Association and 2 dimensions of Keller namely Brand identity brand personality. This study uses a quantitative approach with a positivistic paradigm and a survey research method with a sampling technique using a non-probability sampling technique. The population taken is the followers or followers of the Instagram account @tasyiiathaysia. Based on the research results, it was found that the Brand Ambassador Tasyi Athasyia variable affected the Brand Image Crystalin Water variable by 41.7% and the remaining 58.3% was influenced by other factors. Keywords : Brand ambassador, Brand Image, Tasyi Athasyia, Crystalin Water Media sosial kini mengalami perkembangan yang sangat pesat, semakin banyaknya pengguna media sosial, semakin beragam juga aktivitas penggunannya, kini instagram menjadi media sosial yang paling popular yang dimanfaatkan oleh perusahaan untuk mempromosikan atau mengenalkan produknya kepada target pasar yaitu dengan menggunakan Brand Ambassador untuk memperkuat suatu produk dan membangun citra produk atau brand image. Penelitian ini berfokus untuk membahas tentang pengaruh Brand Ambassador Tasyi Athasyia terhadap Brand Image Crystalin Water. Pembahasan tentang Brand Ambassador menggunakan konsep 4 dimensi oleh VisCap dan Rossiter dan Percy yaitu , dimensi visibility, credibility, attraction, dan power. Brand Image menggunakan konsep 3 dimensi dari P.K. dan K.L,, Keller yaitu, dimensi Favorability of Brand Association, Strength of Brand Association, Uniqueness of Brand Association serta 2 dimensi dari Keller yaitu Brand identity brand personality. Penelitian ini menggunakan pendekatan kuantitatif dengan paradigma positivistik dan metode penelitian survey dengan teknik pengambilan sampel menggunakan teknik non probability sampling. Populasi yang diambil yaitu para followers atau pengikut akun instagram @tasyiiathaysia. Berdasarkan dari hasil penelitian didapatkan bahwa variabel Brand Ambassador Tasyi Athasyia mempengaruhi variabel Brand Image Crystalin Water sebesar 41,7% dan 58,3% sisanya dipengaruhi oleh faktor lain. Kata kunci : Brand ambassador, Brand Image, Tasyi Athasyia, Crystalin Water
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