NANDA, SABRINA AURELLIA (2026) PENGARUH BRAND AMBASSADOR ULTRA MIMI 'ABE' TERHADAP BRAND IMAGE ULTRA MIMI (Survei pada Remaja di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The consumption of factory-made liquid milk in West Jakarta experienced a 0.030% decline by 2024, indicating the need for innovative marketing strategies in the children's milk industry. Ultra Mimi responded by selecting Dmitriev Abraham Haryanto, also known as "Abe," as its brand ambassador. An interesting phenomenon emerged when Abe's content attracted not only children but also teenagers aged 20-24 who actively viewed his content on various social media platforms. This youth group holds long-term strategic value because in the next 5- 10 years, they will become parents and make decisions about purchasing children's milk products. This study analyzed the influence of Abe as a brand ambassador on Ultra Mimi's brand image among teenagers in West Jakarta using a quantitative approach with a survey method. Data were obtained through questionnaires from 100 respondents. The theoretical framework of the study employed Grant McCracken's Affect Transfer Theory and Meaning Transfer Model. Data analysis used validity and reliability tests, simple linear regression, coefficient of determination, and Pearson correlation. The results showed that Abe, as a brand ambassador, significantly influenced Ultra Mimi's brand image, with a significance value of 0.00 (>0.05) and a correlation coefficient of 0.778. The R-square value of 0.605 indicates that 60.5% of the variation in Ultra Mimi's brand image can be explained by the brand ambassador variable. This study confirms that child brand ambassadors can effectively shape a positive brand image among teenage audiences. This finding has long-term strategic implications for Ultra Mimi, as the brand image formed among teenagers can create strong brand recall. Keywords: Brand Ambassador, Brand Image, Ultra Mimi, Abe, Meaning Transfer Model, Affect Transfer Theory Konsumsi susu cair pabrik di Jakarta Barat mengalami penurunan sebesar 0,030% pada tahun 2024 menunjukkan diperlukannya strategi pemasaran inovatif dalam industri susu anak. Ultra Mimi merespons ini dengan memilih Dmitriev Abraham Haryanto atau “Abe” sebagai brand ambassador. Fenomena menarik muncul ketika konten Abe tidak hanya menarik perhatian anak-anak, namun juga remaja berusia 20-24 tahun yang aktif melihat kontennya di berbagai platform sosial media. Kelompok remaja ini memiliki nilai strategis jangka panjang karena dalam 5-10 tahun ke depan akan menjadi orang tua serta pengambil keputusan pembelian produk susu anak. Penelitian ini menganalisis pengaruh Abe sebagai brand ambassador terhadap brand image Ultra Mimi pada remaja di Jakarta Barat menggunakan pendekatan kuantitatif dengan metode survei. Data diperoleh melalui kuesioner dari 100 responden. Kerangka teoritis penelitian menggunakan Affect Transfer Theory dan Meaning Transfer Model dari Grant McCracken. Analisis data penelitian ini menggunakan uji validitas, reliabilitas, regresi linear sederhana, koefisien determinasi, dan korelasi pearson. Hasil penelitian menunjukkan bahwa Abe sebagai brand ambassador berpengaruh signifikan terhadap brand image Ultra Mimi dengan nilai signifikansi 0,00 (>0,05) dan nilai koefisien korelasi 0,778. Nilai R Square sebesar 0,605 menunjukkan bahwa 60,5% variasi brand image Ultra Mimi dapat dijelaskan oleh variabel brand ambassador. Penelitian ini mengonfirmasi bahwa brand ambassador anak dapat secara efektif membentuk brand image positif pada audiens remaja. Temuan ini memiliki implikasi strategis jangka panjang bagi Ultra Mimi, karena brand image yang terbentuk pada remaja dapat menciptakan brand recall yang kuat. Kata kunci: Brand Ambassador, Brand Image, Ultra Mimi, Abe, Meaning Transfer Model, Affect Transfer Theory
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 44222010139 |
| Uncontrolled Keywords: | Brand Ambassador, Brand Image, Ultra Mimi, Abe, Meaning Transfer Model, Affect Transfer Theory |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | khalimah |
| Date Deposited: | 17 Jan 2026 07:03 |
| Last Modified: | 17 Jan 2026 07:03 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100587 |
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