CHANDRA, BRYANT THOMPSON (2025) PENGARUH KREDIBILITAS PUBLIC FIGURE KEANU ANGELO TERHADAP BRAND IMAGE SAMPO PANTENE (Survei Terhadap Mahasiswa Public Relations Universitas Mercu Buana Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The communication tactic of collaborating with public figures as brand ambassadors or advertisement stars is not a new strategy. This tactic is widely employed by companies to effectively introduce a brand to the public. The suitability and credibility of the designated public figure play a crucial role in supporting communication strategies, which ultimately shape a positive image.This study uses a quantitative approach by distributing surveys to respondents. The objective of this study is to understand the impact of public figure Keanu Angelo's credibility on the brand image of Pantene shampoo. The study adopts a quantitative technique based on the positivism paradigm. The population in this study consists of public relations students at Mercu Buana University, Jakarta. The sampling technique used in this study is purposive sampling, with a total of 244 respondents. The results of the study indicate that Keanu Angelo's credibility as a public figure impacts the brand image of Pantene shampoo by 10%, while the remaining 90% is influenced by other factors not examined in this study. The results of the simple linear regression test show that for every 1% increase in public figure credibility, the brand image value increases by 0.263. Therefore, it can be concluded that Keanu Angelo's credibility as a public figure significantly influences the brand image of Pantene shampoo. Keywords : Credibility, Brand Image, Pantene, Keanu angelo. Taktik komunikasi yang bekerja sama dengan public figure sebagai brand ambassador atau bintang iklan bukanlah sebuah strategi yang baru. Taktik ini banyak dilakukan perusahaan untuk memperkenalkan sebuah brand kepada publik secara efektif. Kesesuaian dan kredibilitas seorang public figure yang ditunjuk tersebut menjadi sebuah hal yang penting dalam mendukung strategi komunikasi yang nantinya akan membentuk citra yang positif. Studi ini memakai teknik kuantitatif dengan menyebarkan survei kepada informan. Target dari studi ini yaitu untuk memahami dampak kredibilitas public figure Keanu Angelo terhadap brand image sampo Pantene. Studi ini memakai teknik kuantitatif berdasarkan paradigma positivisme. Populasi dalam studi ini ialah mahasiswa public relations Universitas Mercu Buana Jakarta. Teknik penarikan sampel dalam studi ini memakai purposive sampling dengan jumlah informan sejumlah 244 orang. Hasil dari studi ini yaitu adanya dampak kredibilitas public figure Keanu Angelo terhadap brand image sampo Pantene sebesar 10% sedangkan sisanya disebabkan oleh faktor lain yang tidak diteliti pada studi ini. Hasil uji regresi linear sederhana yang telah dijalankan memperoleh hasil jika setiap penambahan 1% nilai kredibilitas public figure, maka nilai brand image bertambah sejumlah 0,263. Maka bisa ditetapkan jika kredibilitas public figure Keanu Angelo berpengaruh secara signifikan terhadap brand image sampo Pantene. Kata Kunci : Kredibilitas, Brand Image, Pantene, Keanu angelo.
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