PENGARUH BRAND AMBASSADOR BTS PADA IKLAN BTS MEAL DI INSTAGRAM TERHADAP BRAND IMAGE MCDONALDS (Survey pada Mahasiswa Aktif Jurusan Advertising and Marketing Communication Universitas Mercu Buana Meruya Angkatan 2019-2021)

APRIANTI, APRIANTI (2023) PENGARUH BRAND AMBASSADOR BTS PADA IKLAN BTS MEAL DI INSTAGRAM TERHADAP BRAND IMAGE MCDONALDS (Survey pada Mahasiswa Aktif Jurusan Advertising and Marketing Communication Universitas Mercu Buana Meruya Angkatan 2019-2021). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to measure and explain the influence of the BTS as a Brand Ambassador on BTS Meal Ads on Instagram on the MCDonalds Brand Image. Brand Ambassador is someone who is trusted to represent a product. The Brand Ambassador variable in this study uses the TEARS concept from Shimp which consists of 5 attributes namely Trustworthiness, Expertise, Attractiveness, Respect and Similarity. Meanwhile, Brand Image is the consumer's perception that is reflected in the associations that are embedded in the consumer's memory. The Brand Image variable in this study uses the Caputo concept which consists of 3 attributes, namely Corporate Image, User Image and Product Image. The method used in this research is quantitative. The sample used in this study was 64 Active Students of the Advertising and Marketing Communication Department, Mercu Buana Meruya University, Class of 2019-2021. The sampling technique in this study used a non-probability sampling technique. The analysis technique used is simple linear regression analysis via SPSS 25. The results of this study indicate that the BTS Brand Ambassador influences the MCDonalds Brand Image on BTS Meal Products on Instagram. Based on the results of the Determination Coefficient Test, the influence of the BTS Brand Ambassador on MC Donalds Brand Image has an effect of 63% while 37% is influenced by other factors. This shows that the BTS Brand Ambassador has a positive and significant effect on the MCDonalds Brand Image on the BTS Meal product on Instagram Keyword: Brand Ambassador, Brand Image, BTS, MCDonalds, BTS Meal Penelitian ini bertujuan untuk mengukur dan menjelaskan Pengaruh Brand Ambassador BTS Pada Iklan BTS Meal Di Instagram Terhadap Brand Image MCDonalds. Brand Ambassador merupakan seseorang yang dipercaya untuk mewakili suatu produk. Variabel Brand Ambassador dalam penelitian ini menggunakan Konsep TEARS dari Shimp yang terdiri dari 5 atribut yaitu Trustworthiness, Expertise, Attractiveness, Respect dan Similarity. Sedangkan Brand Image adalah persepsi konsumen yang tercermin dalam asosiasi yang tertanam pada ingatan konsumen. Variabel Brand Image dipenelitian ini menggunakan konsep Caputo yang terdiri dari 3 atribut yaitu Citra Perusahaan, Citra Pemakai dan Citra Produk. Metode yang digunakan dalam penelitian ini adalah Kuantitatif. Sampel yang digunakan dalam penelitian ini yaitu Mahasiswa Aktif Jurusan Advertising and Marketing Communication Universitas Mercu Buana Meruya Angkatan 2019-2021 sebanyak 64 orang. Teknik penarikan sampel pada penelitian ini menggunakan teknik non probability sampling. Teknik analisis yang digunakan adalah analisis regresi linier sederhana melalui SPSS 25. Hasil penelitian ini menunjukkan bahwa Brand Ambassador BTS berpengaruh terhadap Brand Image MCDonalds pada Produk BTS Meal di Instagram. Berdasarkan hasil Uji Koefisien Determinasi, pengaruh Brand Ambassador BTS terhadap Brand Image MC Donalds berpengaruh sebesar 63% sedangkan 37% dipengaruhi oleh faktor lain. Hal ini menunjukkan bahwa Brand Ambassador BTS berpengaruh positif dan signifikan Terhadap Brand Image MCDonalds pada produk BTS Meal di Instagram Kata Kunci : Brand Ambassador, Brand Image, BTS, MCDonalds, BTS Meal

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