PENGARUH BRAND AMBASSADOR BIGETRON CITRA (BTR CITRA) TERHADAP BRAND IMAGE BIGETRON ESPORTS (Survei Pada Followers Instagram @bigetronesports)

HEAVENIEZT, TERESSA AVILLA MARIA QUINCY (2024) PENGARUH BRAND AMBASSADOR BIGETRON CITRA (BTR CITRA) TERHADAP BRAND IMAGE BIGETRON ESPORTS (Survei Pada Followers Instagram @bigetronesports). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Perkembangan teknologi yang semakin pesat, khususnya di bidang internet dan digital mengakibatkan industri Esports berpotensi menguntungkan. Pada umumnya, organisasi Esports di Indonesia menggunakan brand ambassador sebagai strategi komunikasi pemasaran. Keberadaan brand ambassador menjadi penting karena bisa menaikkan citra produk atau brand image tersebut di hadapan publik, khususnya calon konsumen. Adapun tujuan dari penelitian ini yaitu untuk mengetahui apakah terdapat pengaruh penggunaan brand ambassador BTR Citra terhadap brand image Bigetron Esports. Teori yang digunakan adalah Komunikasi Pemasaran, Brand Ambassador menurut Lea Greenwood (2012), Brand Image menurut Keller & Swaminathan (2020, hlm. 235), dan Teori SOR. Metode yang digunakan yaitu public dengan pendekatan kuantitatif. Sampel yang digunakan dalam penelitian ini yaitu 100 responden dari followers Instagram dari Bigetron Esports dengan Teknik purposive sampling. Hasil penelitian menunjukan bahwa terdapat sebesar 0,444 atau 44,4% Pengaruh Brand Ambassador BTR Citra Terhadap Brand Image Bigetron Esports dengan perolehan tingkat hubungan yang kuat. Sehingga dapat disimpulkan bahwa terdapat pengaruh brand ambassador BTR Citra terhadap brand image Bigetron Esports. The increasingly rapid development of technology, especially in the internet and digital fields, has resulted in the Esports industry having the potential to be profitable. In general, Esports organizations in Indonesia use brand ambassadors as a marketing communication strategy. The existence of a brand ambassador is important because it can raise the image of the product or brand image in front of thepublicc, especially potential consumers. The aim of this research is to find out whether there is an influence of the use of the BTR Citra brand ambassador on the Bigetron Esports brand image. The theories used are Marketing Communications, Brand Ambassador according to Lea Greenwood (2012), Brand Image according to Keller & Swaminathan (2020, p. 235), and SOR Theory. The method used is a survey with a quantitative approach. The sample used in this research was 100 respondents from Instagram followers from Bigetron Esports using a purposive sampling technique. The research results show that there is 0.444 or 44.4% influence of the BTR Citra Brand Ambassador on the Bigetron Esports Brand Image with a strong level of relationship. So it can be concluded that there is an influence of the BTR Citra brand ambassador on the Bigetron Esports brand image.

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