PENGARUH BRAND AMBASSADOR TOKOPEDIA "BTS" TERHADAP BRAND IMAGE TOKOPEDIA (Survei Pada Mahasiswa Aktif Fakultas Ilmu Komunikasi Universitas Mercu Buana Jakarta)

DILLA, ANNASTASIA RAFA (2024) PENGARUH BRAND AMBASSADOR TOKOPEDIA "BTS" TERHADAP BRAND IMAGE TOKOPEDIA (Survei Pada Mahasiswa Aktif Fakultas Ilmu Komunikasi Universitas Mercu Buana Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Currently, the benefits of information technology can be felt in various fields. One of them is in the trade sector which is currently leading to the use of e-commerce, making it possible for buying and selling to be done without face-to-face. In running a business, a strategy is needed so that the company's sales run well and achieve its goals. Tokopedia decided to use one effective marketing strategy, namely by using Brand Ambassadors. The importance of brand ambassadors in e-commerce is to attract the attention of potential consumers to the brand they represent, thereby indirectly encouraging consumers to choose the brand or product they represent. In October 2019, BTS was officially appointed as brand ambassador. The discussion about Brand Ambassador (X) uses a four-dimensional concept by VisCap and Rossiter and Percy, namely, the dimensions of visibility, credibility, attraction, and power. Meanwhile, the discussion of Brand Image (Y) uses the concept of Keller, namely the dimensions of Brand Identity, Brand Personality, Brand Association, Brand Attitude and Behavior, and Brand Benefit and Competence. This research uses a quantitative method with a positivism paradigm and a survey research method with sampling techniques using purposive sampling techniques and simple random sampling. The population taken was active students of T.A. 2020 Regular 1 Faculty of Communication Sciences, Mercu Buana Meruya University. The data analysis techniques used are validity and reliability tests, normality tests, simple linear regression tests and determinant coefficients, F tests, and hypothesis tests (T-tests). The research results show that there is a positive and significant influence, meaning that the more brand ambassadors are perceived, the brand image will increase. The influence of Brand Ambassadors on Brand Image is 50.3% while the remaining 49.7% is influenced by factors outside the research. Keywords: Brand Ambassador, Brand Image, Image, New Media, Student Saat ini manfaat teknologi informasi dapat dirasakan dalam berbagai bidang. Salah satunya yaitu pada bidang perdagangan yang saat ini mengarah pada pemanfaatan eCommerce, sehingga memungkinkan jual beli dilakukan tanpa tatap muka. Dalam menjalankan bisnis diperlukan suatu strategi agar perusahaan tersebut penjualannya berjalan dengan baik dan mencapai tujuan. Tokopedia memutuskan untuk menggunakan salah satu strategi pemasaran yang efektif yaitu dengan menggunakan Brand Ambassador. Pentingnya brand ambassador dalam e-commerce adalah untuk menarik perhatian calon konsumen terhadap merek yang diwakilinya, sehingga secara tidak langsung mendorong konsumen untuk memilih merek atau produk yang diwakilinya. Pada Oktober 2019, BTS resmi ditunjuk sebagai brand ambassador. Pembahasan mengenai Brand Ambassador (X) menggunakan konsep empat dimensi oleh VisCap dan Rossiter dan Percy yaitu, dimensi visibility, credibility, attraction, dan power. Sedangkan untuk pembahasan Brand Image (Y) menggunakan konsep dari Keller yaitu dimensi Brand Identitiy, Brand Personality, Brand Association, Brand Attitude and Behavior, dan Brand Benefit and Competence. Penelitian ini menggunakan pendekatan kuantitatif dengan paradigma positivistik dan metode penelitian survey dengan teknik pengambilan sampel menggunakan teknik purposive sampling dan simple random sampling. Populasi yang diambil yaitu mahasiswa/I aktif T.A. 2020 Reguler 1 Fakultas Ilmu Komunikasi Universitas Mercu Buana Meruya. Teknik analisis data yang digunakan yaitu uji validitas dan reliabilitas, uji normalitas, uji regresi linier sederhana dan koefisien determinan, uji F, dan uji hipotesis (uji T). Hasil penelitian menunjukan terdapat pengaruh yang positif dan signifikan, artinya semakin meningkat brand ambassador yang dipersepsi maka brand image akan meningkat. Pengaruh Brand Ambassador terhadap Brand Image sebesar 50,3% sedangkan sisanya 49,7% dipengaruhi oleh faktor-faktor di luar penelitian. Kata kunci: Brand Ambassador, Brand Image, Citra, Media Baru, Mahasiswa

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