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Indria Angga Dianita
Universitas Telkom
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The Influence of Marshel Widyanto as Brand Ambassador of Ms Glow's Brand Image Muhammad Jhorgi Dafitra; Indria Angga Dianita
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 3 (2022): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i3.6790

Abstract

Men have started to realize the importance of facial care. As a result, various male-only skin care products and services are increasing being distributed and demanded by the general public. Ms Glow ranks first in sales in May 2021 with the sales of MS Glow facial treatment category reaching 74.82 billion Rupiah. In mid-2021, MS Glow for Men announced that Marshel Widyanto became their brand ambassador. This research was conducted with the aim of knowing how much influence Marshel Widyanto as a Brand Ambassador has on the MS Glow Brand Image in Indonesia. This study uses the independent variable, namely Brand Ambassador with sub-variables Visibility, Credibility, Attraction, and Power. The dependent variable is Brand Image with Strength, Favorable, and Uniqueness sub-variables. This research was conducted using quantitative methods with descriptive research type. The sampling technique used in this study is probability sampling, with simple random sampling technique, and the analysis technique uses normality test, heteroscedasticity test, correlation coefficient test, coefficient of determination, simple linear regression, and hypothesis testing using T test. Based on the results of the study, Brand Ambassador Marshel Widyanto has an influence on the Brand Image of MS Glow by 86.1%, and the remaining 13.9% is influenced by other factors which are not examined in this study.
The Effect of Gading Marten as Brand Ambassador of Erigo Brand Image Panji Rizqullah; Indria Angga Dianita
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 3 (2022): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i3.6647

Abstract

Clothing including the primary needs of everyone with good quality and attractive designs will certainly be in demand by the public. In the industrial revolution 4.0, digital technology is the main capital that is needed by business owners who aim to develop their business. Indonesia has many well-known local products, one of which is in the form of t-shirts. In the business world for a business, companies start to promote their business, there are also businessmen who use the popularity of someone, known as a Brand Ambassador. This research was conducted with the aim of knowing how much influence Gading Marten as a Brand Ambassador has on Erigo's Brand Image. This study uses an independent variable, namely Brand Ambassador with sub-variables Visibility, Credibility, Attraction, and Power. The variables contained are Brand Image with Strength, Favorable, and Uniqueness subvariables. This research was conducted using quantitative methods with descriptive research. The sampling technique used in this study is probability sampling, with simple random sampling technique, and the analysis technique uses normality test, heteroscedasticity test, correlation coefficient test, coefficient of determination, simple linear regression, and hypothesis testing using T test. that Brand Ambassador Gading Marten has an influence on Brand Image Erigo 36.9%, and 63.1% is influenced by other factors not examined in this study.
Co-Authors Abdul Fadli K Abdul Fadli Kalaloi Abdul Fadli Kalaloi ADRIO KUSMAREZA ADIM Aiza Nabila Arifputri Aiza Nabilla Arifputri Almira Shabrina Alwan Setiawan Amanda Bunga Gracia Andry Mochamad Ramdan Azizah, Sandra Azka, Lulu Khafiyyani Azzahra, Cut Afra Camalia, Rizki Chairunnisa Widya Priastuty Citrawati Dasrun Hidayat Dellia Paramitha Dinda Putri Damara Dya Savica Faaiz, Muhammad Al Farrah Septrina Fauzan Firzatullah Febriyanti Claudia Hanna Wisudawaty Haqqi Radifan Ahmad Haris Annisari Indah Nur Rochimah Istisari Bulan Lageni Joanne Bonycke Graciela K, Abdul Fadli Kunto Ayla Balqiya Vietrandita Lambe, Pearly Claire Christabella Maharani, Iris Fatia Mahestu, Gayes Maya Angelina Lantau Mhd Dian Al Fajr Muhamammad Rio Fariza Muhammad Faiz Athallah Muhammad Jhorgi Dafitra Musadad Musadad Musadad Musadad Nabila Zahiro Nisa Nurmauliddiana Abdullah Nugraha, Dhandy Agra Nur Rochimah, Harris Annisari Indah Nurfikria, Ikrima Nurlena, Nurlena Panji Rizqullah Pradipta Dirgantara Prasanti, Amandira Maharani Putri Shinta Bella Harahap Raffi, Muhammad Rahmansyah, Candra Ramadhani, Bayu Rizky Retno Khairani Effendi Rizchika Sakinah Octafia Rizkyna Mutia Rizkyna Mutia Aisyah Rubini, Amaliyah Satria, Syamil Ghifari Ansharullah Selvy Kusuma Putri Seprina, Wa Ode Septiana Yustika Widyaningrum Sheren Olivia Saputri Frans Silvya Haryacovil Sofia Turrifda Sumarsih, Umi Syahwitri, Sylviana Suci Tasya Amelia Putri Diandra Taufiqul Hakim Tharisa Azzahra Rizky Wibisono, Novel Gumilang Wildan Alfarizi Zakia, Rifa