WAHIDAH, RIF’ATUL (2024) PENGARUH V BTS SEBAGAI BRAND AMBASADOR SIMINVEST DALAM MENINGKATKAN BRAND IMAGE (Survey pada anggota Grup Whats App “BTS ARMY INDO”). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Using celebrities as Brand Ambassadors in marketing strategies has become crucial due to their significant influence. Celebrities with loyal fanbases, such as V BTS (Kim Taehyung), are often chosen to attract brand attention. This study aims to determine the impact of V BTS as the Brand Ambassador of SimInvest in enhancing Brand Image. This study employs the SOR (Stimulus-Organism-Response) theory, which explains how the stimulus from a Brand Ambassador can influence consumer perception of a brand. The methodology used is a survey with a quantitative approach based on a Likert scale. The sampling technique employed is purposive sampling, involving 100 respondents from the BTS ARMY INDO WhatsApp group. The research results show that V BTS as a Brand Ambassador has a positive and significant impact on improving SimInvest’s Brand Image, accounting for 60.3%. The remaining 39.7% is influenced by other factors. Correlation analysis reveals a significant positive relationship between the Brand Ambassador and Brand Image, with a correlation value of 0.777. Simple linear regression analysis indicates a statistical significance value of 0.000 < 0.05, meaning the alternative hypothesis is accepted. This confirms that V BTS as a Brand Ambassador has a significant influence on enhancing SimInvest’s Brand Image. Penggunaan selebriti sebagai Brand Ambassador dalam strategi pemasaran menjadi penting karena pengaruh besar mereka. Selebriti dengan penggemar setia, seperti V BTS (Kim Taehyung), sering kali dipilih untuk menarik perhatian merek. Penelitian ini bertujuan untuk mengetahui pengaruh V BTS sebagai Brand Ambassador SimInvest dalam meningkatkan Brand Image. Penelitian ini menggunakan teori SOR (Stimulus-Organism-Response) yang menjelaskan bagaimana stimulus dari Brand Ambassador dapat mempengaruhi persepsi konsumen terhadap merek. Metodologi yang digunakan adalah survei dengan pendekatan kuantitatif berbasis skala Likert. Teknik sampling yang digunakan adalah teknik purposive sampling, melibatkan 100 responden dari grup WhatsApp BTS ARMY INDO. Hasil penelitian menunjukkan bahwa V BTS sebagai Brand Ambassador memiliki pengaruh positif dan signifikan terhadap peningkatan Brand Image SimInvest, sebesar 60,3%. Sisanya, 39,7%, dipengaruhi oleh faktor lain. Analisis korelasi menunjukkan hubungan positif signifikan antara Brand Ambassador dan Brand Image, dengan nilai korelasi 0,777. Analisis regresi linear sederhana menunjukkan nilai signifikansi statistik 0,000 < 0,05, artinya hipotesis alternatif diterima. Ini menegaskan bahwa V BTS sebagai Brand Ambassador berpengaruh signifikan terhadap peningkatan Brand Image SimInvest.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44320010072 |
| Uncontrolled Keywords: | Brand Ambasador, Brand Image, SimInvest, Teori SOR Brand Ambassador, Brand Image, SimInvest, SOR Theory. |
| 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: | WIDYA AYU PUSPITA NINGRUM |
| Date Deposited: | 29 Aug 2024 04:54 |
| Last Modified: | 29 Aug 2024 04:54 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/90841 |
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