Maisaroh, Maspin (2021) PENGARUH BRAND AMBASSADOR SONG JOONG KI TERHADAP BRAND IMAGE PRODUK SCARLETT WHITENING (Survei Pada Followers Instagram Scarlett Whitening). Skripsi skripsi, IIB Darmajaya

Maisaroh, Maspin and RAFIQ, MUHAMMAD (2022) Maisaroh, Maspin (2021) PENGARUH BRAND AMBASSADOR SONG JOONG KI TERHADAP BRAND IMAGE PRODUK SCARLETT WHITENING (Survei Pada Followers Instagram Scarlett Whitening). Skripsi skripsi, IIB Darmajaya. Skripsi thesis, Institut Informatika & Bisnis Darmajaya.

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Abstract

There are many ways to improve brand image, one of which is using a brand ambassador, and the purpose of this study was to find out the effect of the dimensions of visibility, credibility, attraction, and power of Song Joong Ki brand ambassador on the brand image of Scarlett Whitening products through a survey on Instagram. The researcher used a descriptive quantitative research method that involved respondents in filling out the questionnaire. The data collection technique used a survey method with a questionnaire technique distributed online. The sampling technique used a non-probability sampling technique, using the purposive sampling, with the total sample of 105 respondents. The data analysis method used the multiple linear regression analysis. The result of this study showed that the dimensions of visibility, credibility, attraction, and power of Song Joong Ki brand ambassador simultaneously had a significant effect on the brand image of Scarlett Whitening products by 0.726 or 73.0%. Meanwhile, the remaining 27.0% was affected by other factors/variables outside this study. In addition, it was known that the most influential variable on the brand image of Scarlett Whitening products on Instagram was the credibility variable with a regression coefficient value of 0.606 with a sig value of 0.000 <0.05.

Item Type: Thesis (Skripsi)
Subjects: 600 Teknologi - Ilmu terapan > 650 Manajemen
eSkripsi
Divisions: Skripsi/TA & PKPM/KP - Fakultas Ekonomi Bisnis > Prodi Manajemen
Depositing User: Maspin Maisaroh Sunarti
Date Deposited: 04 Jul 2022 08:02
Last Modified: 04 Jul 2022 08:02
URI: http://repo.darmajaya.ac.id/id/eprint/7635

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