Nurwanabila, Sasilia and Gumelar, Rangga and Witantra, Ari Pandu (2022) PENGARUH KREDIBILITAS KIM SEON HO SEBAGAI BRAND AMBASSADOR TERHADAP BRAND IMAGE APLIKASI AJAIB. S1 thesis, Fakultas Ilmu Sosial Dan Ilmu Politik.

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Abstract

ABSTRAK SasiliaNurwanabila. NIM 6662170021. SKRIPSI. PengaruhKredibilitas Kim Seon Ho sebagaiBrand AmbassadorTerhadapBrand ImageAplikasi Ajaib (Survei pada FollowersAkun Instagram Ajaib @ajaib_ivestasi). Pembimbing I: Dr. Ing, (FH) Rangga Galura Gumelar, M.Si dan Pembimbing II: Ari Pandu Witantra, M.I.kom Brand ambassadormenjadi salah satu strategi komunikasipemasaran yang digunakanuntukmembujukcalonkonsumen agar menggunakanprodukataujasa yang ditawarkanperusahaan. Salah satuaspekpenting yang harusdipenuhidalampemilihanbrand ambassador adalahkredibilitasbrand ambassadorkarenaeratkaitannyaseorangbrand ambassador denganbrand image. Tujuanpenelitianiniadalahuntukmengetahuiadaatautidaknyapengaruh dan seberapabesarpengaruhkredibilitas Kim Seon Ho sebagaibrand ambassadorterhadapbrand imageaplikasi Ajaib. Penelitianinimenggunakanpendekatankuantitatifdenganmetode survey yang disebarkankepadafollowers akun Instagram Ajaib (@ajaib_investasi) dengansampelsebanyak 100 responden. Teknik pengambilansampel pada penelitianiniadalahtekniksimple random samplingdengankriteriarespondenyaitupenggunaaktifaplikasi Ajaib dan pernahmelihatpostingan di Instagram Ajaib bahwa Kim Seon Ho menjadibrand ambassador Ajaib. Data yang didapatkandiolahdenganmenggunakan program SPSS versi 23. Hasil penelitianmenunjukkanbahwaterdapatpengaruhantaraKredibilitas Kim Seon Ho sebagaibrand ambassador terhadapbrand image Aplikasi Ajaib dengannilaikolerasi 0,733 yang berartihubunganantarkeduavariabelkuat, dengannilaikoefisiendeterminaasisebesar 53,7% variabelbrand imageaplikasi Ajaib adalahkontribusidarivariabelkredibilitas Kim Seon Ho sebagaibrand ambassador. Kata kunci :Kredibilitas, Brand Ambassador, Brand Image, aplikasi Ajaib ABSTRACT SasiliaNurwanabila. NIM 6662170021. THESIS. The Influence of Kim Seon Ho’s Credibility as a Brand Ambassador on the Brand Image of Ajaib Application (Survey on Instagram followers Ajaib account @ajaib_ivestasi). Advisor I: Dr. Ing, (FH) Rangga Galura Gumelar, M.Si and Advisor II: Ari Pandu Witantra, M.I.kom Brand ambassador is one of the marketing communication strategies used to persuade potential consumers to use the products or services offered by the company. One important aspect that must be met in the selection of a brand ambassador is the credibility of the brand ambassador because it is closely related to a brand ambassador with brand image. The purpose of this study was to determine whether or not there is an influence and how much influence Kim Seon Ho's credibility as a brand ambassador has on the brand image of the Ajaib application. This study uses a quantitative approach with a survey method distributed to followers of Instagram Ajaib account (@ajaib_investasi) with a sample of 100 respondents. The sampling technique in this study was a simple random sampling technique with the respondent's criteria being active users of the Ajaib application and had seen posts on Instagram Ajaib that Kim Seon Ho was the brand ambassador of Ajaib. The data obtained were processed using the SPSS version 23 program. The results showed that there was an influence between Kim Seon Ho's credibility as a brand ambassador on the brand image of Ajaib Applications with a correlation value of 0.733 which means that the relationship between the two variables is strong, with a coefficient of determination of 53.7 % variable brand image of the Ajaib application is the contribution of the credibility variable of Kim Seon Ho as a brand ambassador. Keywords: Credibility, Brand Ambassador, Brand Image, Ajaib Application

Item Type:	Thesis (S1)
Subjects:	Communication > Communication (General)
Divisions:	06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi
Depositing User:	Perpustakaan FISIP
Date Deposited:	19 Jul 2024 15:30
Last Modified:	19 Jul 2024 15:30
URI:	http://eprints.untirta.ac.id/id/eprint/11657

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