PENGARUH BRAND AMBASSADOR OH SEHUN EXO TERHADAP BRAND AWARENESS WHITELAB

Rahmah, Annissa (2024) PENGARUH BRAND AMBASSADOR OH SEHUN EXO TERHADAP BRAND AWARENESS WHITELAB. S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Penggunaan idol korea sebagai brand ambassador telah menjadi fenomena yang menarik dalam beberapa tahun terakhir. Saat ini, banyak perusahaan yang memanfaatkan popularitas idol korea untuk mempromosikan produk dan layanan mereka. Salah satu brand yang menggunakan idol korea sebagai brand ambassdor adalah Whitelab, yang memilih Oh Sehun EXO sebagai brand ambassador. Penggunaan idol korea sebagai brand ambassador telah dianggap efektif dalam meningkatkan penjualan dan kesadaran merek terhadap suatu produk dan layanan. Penelitian ini bertujuan untuk mengukur dan menjelaskan pengaruh brand ambassador Oh Sehun EXO terhadap brand awareness Whitelab dan untuk mengetahui seberapa besar pengaruh Oh Sehun EXO sebagai brand ambassador terhadap brand awareness Whitelab. Metode yang digunakan adalah penelitian kuantitatif dengan metode survey kepada followers fanbase Oh Sehun EXO di Indonesia @Xiunqi_Indonesia. Dari populasi sebanyak 4.964 orang dari followers @Xiunqi_Indonesia, diambil sampel sebanyak 100 orang. Teknik penarikan sampel menggunakan teknik sampling non- probability dengan jenis teknik purposive sampling dan menggunakan rumus Slovin. Teknik pengumpulan data yang digunakan adalah kuesioner. Teknik analisis data yang digunakan adalah analisis koefisien korelasi, koefisien determinasi, analisis regeresi linier sederhana dan uji T. Hasil penelitian ini menunjukkan bahwa Oh Sehun sebagai brand ambassador memiliki tingkat hubungan yang kuat terhadap brand awareness Whitelab, dengan nilai koefesien korelasi sebesar 0.635. Keberadaan Oh Sehun sebagai brand amabassador memberikan pengaruh sebesar 40,3% terhadap brand awareness Whitelab, sementara 59,7% dipengaruhi oleh faktor lain. Pada hasil uji hipotesis menggunakan uji T, ditemukan bahwa nilai signifikasi sebesar 0.001 < 0.05 dan nilai t hitung sebesar 8.127 > 1.984 (t tabel), sehingga dapat di katakan Hipotesis nol (Ho) ditolak dan Hipotesis alternatif (Ha) diterima. Dengan demikian, dapat disimpulkan bahwa kehadiran Oh Sehun sebagai brand ambassador memiliki pengaruh signifikan terhadap brand awareness Whitelab. The use of Korean idols as brand ambassadors has become ab interesting phenomenon in recent years. Currently, many companies are leveraging the popularity of Korean idols to promote their products and services. One of the brands that uses a Korean idol as a brand ambassador is Whitelab, which chose Oh Sehun of EXO as its brand ambassador. The use of Korean Idols as brand ambassadors has been considered effective in increasing sales and brand awareness of a product or service. This research aims to keasure and explain the influence of brand ambassador Oh Sehun of EXO on Whitelab's brand awareness and to determine the exent of Oh Sehun's impact as a brand ambassador on Whitelab's brand awareness. The method use is quantitative research with survey method directed at the followers of Oh Sehun EXO's fanbase in Indonesia, @Xiunqi_Indonesia. From a population of 4,964 followers of @Xiunqi_Indonesia, a sample of 100 people was taken. The sampling technique used is non-probability sampling with the purposive sampling method and the Slovin formula. The data collection technique used is a questionnaire. The data analysis techniques used include correlation coefficient analysis, determination coefficient analysis, simple liniear regression analysis, and the T-test. The result of this research show that Oh Sehun as a brand ambassador has a strong relationship with Whitelab's brand awareness, whit a correlation coefficient value of 0.635. The presence of Oh Sehun as brand amabssador has an impact of 40,3% on Whitelab's brand awareness, while the remaining 59,7% in a influenced by otjer factors. In the hypothesis test using the T-test, it was found that the significance value was 0.001 < 0.05 and the calculated T value was 8.127 > 1.984 (T table), thus the bull hypothesis (Ho) is rejected and the alternative hypothesis (Ha) is accepted. Therefore, it can be concluded that the presence of Oh Sehun as a brand ambassador has a significant impact on Whitelab's brand awareness.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44320010068
Uncontrolled Keywords: Komunikasi Pemasaran, Brand Ambassador, Brand Awareness, Oh Sehun, Whitelab. Marketing Communication, Brand Ambassador, Brand Awareness, Oh Sehun, Whitelab.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: SILMI KAFFA MARISKA
Date Deposited: 22 Aug 2024 06:54
Last Modified: 22 Aug 2024 06:54
URI: http://repository.mercubuana.ac.id/id/eprint/90579

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