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All Journal Jurnal Manajemen dan Organisasi EkoBis ( Ekonomi & Bisnis ) Kinerja E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Competence : Journal of Management Studies (Kompetensi : Jurnal Studi Manajemen) Journal of Accounting and Investment Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Perspektif : Jurnal Ekonomi dan Manajemen Universitas Bina Sarana Informatika Jurnal REKOMEN (Riset Ekonomi Manajemen) Journal of Economic, Bussines and Accounting (COSTING) Dinamisia: Jurnal Pengabdian Kepada Masyarakat CAPITAL: JURNAL EKONOMI DAN MANAJEMEN Journal of Information System, Applied, Management, Accounting and Research Akuntabilitas: Jurnal Ilmiah Ilmu-Ilmu Ekonomi Jurnal Pengembangan Penyuluhan Pertanian Dinasti International Journal of Education Management and Social Science Jurnal Ilmiah Manajemen Kesatuan Journal of Industrial Engineering & Management Research (JIEMAR) Jurnal Nasional Manajemen Pemasaran dan SDM EMBISS: Jurnal Ekonomi, Manajemen, Bisnis, Sosial Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Transekonomika : Akuntansi, Bisnis dan Keuangan Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Jurnal Ekonomi dan Bisnis Islam (JEBI) Jurnal Bisnis Kompetitif Jurnal bintang manajemen Jurnal IlmiahManajemen, Bisnis dan Ekonomi Kreatif IIJSE Causa: Jurnal Hukum dan Kewarganegaraan Dedikasi : Jurnal Pengabdian Lentera KANGMAS: Karya Scientific Community Service is a journal Jurnal Ilmiah Ekonomi Terpadu
Budi Hartono
Dosen Fakultas Ekonomi, Universitas Tidar Magelang
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Veterinary Other

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Journal : EMBISS: Jurnal Ekonomi, Manajemen, Bisnis, Sosial

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Pengaruh Brand Ambassador Aktor Korea Terhadap Brand Image Produk Scarlett (Studi Kasus Mahasiswa Universitas Tidar): Studi Kasus Mahasiswa Universitas Tidar Sofiyah nurul Hakimah; Budi Hartono
JURNAL EKONOMI, MANAJEMEN, BISNIS, DAN SOSIAL (EMBISS) Vol. 3 No. 1 (2022): November 2022
Publisher : CV ODIS

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Abstract

Marketing strategy involving brand ambassadors is one way for companies to improve their brand image. This research was conducted to analyze how influential the brand ambassador was on the brand image of Scarlett products for Tidar University students. This research is a type of quantitative research with multiple linear regression analysis, normality test, correlation analysis, coefficient of determination, and hypothesis testing (t-test). The population in this study were Tidar University students with a total sample of 50 respondents. The sample was determined using a non-probability sampling technique, the type of purposive sampling. The data were analyzed using the SPSS 26 application. From the results of hypothesis testing, it was found that only the power indicator affected the brand image (t-value 2,943 > t-table 2,228). Meanwhile, indicators of visibility (t-value -500 < t-table 2,228), credibility (t-value 1,717 < t-table 2,228), and attraction (t-value -1,099 < t-table 2,228) do not affect brand image. The analysis of the coefficient of determination showed the results of 0.380  
Pengaruh Digital Konten Marketing Media Sosial Tiktok Terhadap Brand Image Produk Scarlett Whitening (Studi Kasus Pada Mahasiswa UNTIDAR): Studi Kasus Pada Mahasiswa UNTIDAR Muthohar, Abda Fahmi; Hartono, Budi
JURNAL EKONOMI, MANAJEMEN, BISNIS, DAN SOSIAL (EMBISS) Vol. 3 No. 3 (2023): Mei 2023
Publisher : CV ODIS

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The Tiktok social media in Indonesia is widely used for creativity and for doing business with the public. One company that implements this strategy is Scarlett Whitening. Scarlett Whitening is a beauty product from Indonesia that is intensively marketed through social media, especially on social media such as TikTok, by creating digital content and collaborating with influencers to build a brand image on its products. This research was conducted to determine how much digital influence Tiktok's social media marketing content has on the brand image of Scarlett Whitening products. This study's independent variable is TikTok's digital marketing content, while the dependent variable is the brand image. This quantitative research uses multiple linear regression analysis, normality tests, correlation analyses, coefficient of determination, and hypothesis testing (T-test and F-test). The results of the study indicate that there is an influence of Tiktok's digital marketing contacts on the brand image of Scarlett Whitening products. The results of the analysis of the coefficient of determination obtained were 0.411. So it can be explained that the independent variable, namely digital content marketing Tiktok, influences 41.1% while the remaining 58.9% is influenced by other variables not in this study.
Co-Authors 12.520.20.206 Shinta Ratnawati, 12.520.20.206 Agustin, Hesti Agustina Prativi Nugraheni Aldo Arul Hermawan Alex Johanes Simamora Alief Rizaldi Alma Sri Anjani Alma Sri Anjani Amelia Cyntia Kusuma Wardhani Arie Setyo Dwi Purnomo Astutik, Erni Puji Axel Giovanni Azizah, Rumaisha Nur Bayu Erdian Syah Bulan Triandini Cahya Ramadani Candra Priyana, Faris Chaidir Iswanaji Clarisa Alfa Lionora Clarisa Alfa Lionora Denisa, Sekar Putri Devi Setyawan Putri Faiz Rachmadianto, Muhammad Fitriana, Yenny Reiza Hanung Eka Atmaja Hapsari, Salsabila Nur Ikhsan Maksum Indayani, Siti Jaka Isgiyarta Jihar Syihab Ulin Nuha Kamila Khafidhoh, Nully Huda Imam Khairul Ikhwan M. Boy Singgih Gitayuda Mila Camelia Mirna Harsono Mudinillah, Adam Mufadlotul izzah Muthohar, Abda Fahmi Muzaqei, Faizal Novitaningtyas, Ivo Nurmala, Ahya Nurul Istikomah Nurul Khasanah Priyana, Faris Candra Rachmadianto, Muhammad Faiz Rafid Dwi Alfian Ratih Rizkiwati Rendha Wahyu Pratiwi Rif’an, Ahmad Rif’an, Ahmad Riyan Adi Saputra Rizal Aludya Danu Siswanto Robbani, Hamzah Ryan Afdal Aldryan Sekar Mayang Ayuningtya Setiyawan, Supanji Sholeh, Ibnu Imam Siti Nur Mukhlisoh Siti Nur Mukhlisoh Siti Nurhidayah Sitoresmi, Mumpuni Wahyudiarti Sofiyah nurul Hakimah Suci Nasehati Sunaningsih Suci Nasehati Sunaningsih Suci Nasehati Sunaningsih Utomo, Brilian Setyo Verawati, Dian Verawati, Dian Marlina Wahyu Susi Prastiyani Wildan Yudhanto Yacobo P. Sijabat Yoga Aji Kusuma