PENGARUH BRAND AMBASSADOR BANGTAN BOYS (BTS) TERHADAP BRAND IMAGE TOKOPEDIA

SUPRAWOTO, ANINDYA PRAMADITTA (2021) PENGARUH BRAND AMBASSADOR BANGTAN BOYS (BTS) TERHADAP BRAND IMAGE TOKOPEDIA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

One of the communication strategies in the field of public relations is the formation of the image of a brand and company. Public relations also has a duty to maintain, promote and develop it. Indirectly, the use of a Brand Ambassador can affect the Brand Image of a company. The increasingly stringent development of e-commerce today, Tokopedia also realizes that using brand ambassadors can help companies to be recognized by the public. In October 2019, Bangtan Boys (BTS) was officially appointed as Tokopedia's Brand Ambassador. This study aims to determine whether or not the Bangtan Boys (BTS) brand ambassador has an influence on Tokopedia's brand image, it also analyzes the magnitude of the existing influence. . The theories used in this study characteristics that need to be considered in the selection of brand ambassadors by Greenwood (Transference, Congruence, Credibility, Attraction and Power) and Keller's theory of measuring brand image, namely Strength, Uniqueness and Favorable. The paradigm used is positivism with a quantitative approach and survey methods. The population in this study were 717,528 active users of the Tokopedia application per month and a total of 400 respondents were obtained using the Taro Yamane formula. Respondents were drawn using a non-probability sampling method with a purposive sampling type. Data analysis used IBM SPSS version 26. The results of this study, which was conducted with a simple linear regression test, showed that there was an influence between the use of Bangtan Boys (BTS) brand ambassadors on the Tokopedia brand image of 31.4%. Keywords: Brand Ambassador, Brand Image. Bangtan Boys (BTS), Tokopedia Salah satu strategi komunikasi dalam bidang public relations adalah pembentukan image dari sebuah merek dan perusahaan. Public relations juga mempunyai tugas untuk mempertahankan, mempromosikan dan mengembangkannya. Secara tidak langsung, penggunaan Brand Ambassador dapat mempengaruhi Brand Image sebuah perusahaan. Semakin ketatnya perkembangan e – commerce saat ini, Tokopedia juga menyadari bahwa menggunakan brand ambassador dapat membantu perusahaan untuk dikenal masyarakat. Pada Oktober 2019, Bangtan Boys (BTS) secara resmi ditunjuk sebagai Brand Ambassador Tokopedia. Penelitian ini bertujuan untuk mengetahui ada atau tidaknya pengaruh brand ambassador Bangtan Boys (BTS) terhadap brand image Tokopedia. Selain itu juga menganalisis besarnya pengaruh yang ada. Teori yang digunakan dalam penelitian ini adalah karakteristik yang perlu diperhatikan dalam pemilihan brand ambassador oleh Greenwood (Pemindahan, Kesesuaian, Kredibilitas, Daya Tarik dan Kekuatan) dan teori pengukuran brand image oleh Keller yaitu Kekuatan, Keunikan dan Kesukaan. Paradigma yang digunakan adalah positivisme dengan pendekatan kuantitatif dan metode survei. Populasi pada penelitian ini adalah pengguna aktif aplikasi Tokopedia sejumlah 717.528 per bulannya dan didapatkan total 400 responden menggunakan rumus Taro Yamane. Responden diambil menggunakan metode non probability sampling berjenis purposive sampling. Analisis data menggunakan IBM SPSS versi 26. Hasil penelitian yang dilakukan dengan uji regresi linier sederhana ini menunjukkan bahwa terdapat pengaruh antara penggunaan brand ambassador Bangtan Boys (BTS) terhadap brand image Tokopedia sebesar 31,4% Kata Kunci: Brand Ambassador, Brand Image. Bangtan Boys (BTS), Tokopedia

Item Type: Thesis (S1)
NIM/NIDN Creators: 44217010117
Uncontrolled Keywords: Brand Ambassador, Brand Image. Bangtan Boys (BTS), Tokopedia
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.92 Influence of Social Environment/Pengaruh Lingkungan Sosial
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.93 Influence of Specific Situations/Pengaruh Situasi Tertentu
800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: Dede Muksin Lubis
Date Deposited: 17 Oct 2023 02:29
Last Modified: 17 Oct 2023 02:29
URI: http://repository.mercubuana.ac.id/id/eprint/82621

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