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All Journal Jurnal Ilmiah Universitas Batanghari Jambi eProceedings of Management
Nursafitri, Nilam
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Pengaruh Brand Ambassador Park Hyung Sik Terhadap Brand Image Avoskin Nursafitri, Nilam; Putri, Berlian Primadani Satria
eProceedings of Management Vol. 11 No. 2 (2024): April 2024
Publisher : eProceedings of Management

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Abstract

Pesatnya perkembangan bisnis skincare di Indonesia saat ini mengalami peningkatan. Avoskin merupakan merekskincare yang memiliki sosial media Instagram yang digunakan untuk mempromosikan produknya secara online,salah satu strategi komunikasi pemasaran yang dilakukan oleh Avoskin agar produknya dapat lebih dikenal danmampu menjangkau skala pasar global yaitu dengan menggunakan sebuah Brand Ambassador Park Hyung Sik.Penelitian ini menggunakan metode kuantitatif. Data dikumpulkan melalui penyebaran kuesioner secara onlinemelalui google form dengan jumlah sampel 400 responden yang merupakan followers Instagram Avoskin,pengujian ini dilakukan dengan menggunakan IBM SPSS 26. Hasil pengujian hipotesis menunjukan bahwaterdapat pengaruh yang positif pada variable Brand Ambassador Park Hyung Sik Terhadap Brand Image Avoskin.Dibuktikan dengan Diketahui thitung 44,546 > ttabel 1,966 yang artinya Ho ditolak dan H1 diterima, maka dari itudapat diartikan bahwa terdapat pengaruh antara Brand Ambassador (X) terhadap Brand Image (Y). Sedangkan16,7% dipengaruhi oleh variable lain yang tidak diteliti pada penelitian ini. Kata Kunci-brand ambassador, brand image, Instagram, Avoksin, Park Hyung Sik
Pengaruh Brand Ambassador Park Hyung Sik Terhadap Brand Image Avoskin Nursafitri, Nilam; Putri, Berlian Primadani Satria
Jurnal Ilmiah Universitas Batanghari Jambi Vol 24, No 1 (2024): Februari
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v24i1.4021

Abstract

This study aims to determine and analyze whether there is influence and how much brand ambassador Park Hyung Sik has on Avoskin's brand image. Data collection in this study was carried out using quantitative methods including descriptive analysis, regression test, coefficient of determination, hypothesis, and validity and reliability. This research was conducted using a quantitative type method, with descriptive and associative properties because it is able to provide an explanation regarding the relationship between the two variables, namely brand ambassadors to brand image. In this study, the technique used in data collection used a survey method by distributing questionnaires via Google Form. The results in this study showed a positive influence on Brand Ambassador Park Hyung Sik (X) on Brand Image Avoskin (Y), with simple linear regression results with a value of 1.420. Therefore, when the value increases by 1%, the Brand Ambassador will increase by 1.420 and the Brand Image variable will also increase by 6258.905. This proves that the value of the Brand Ambassador has grown, so the Brand Image has also increased. The research was conducted using the Viscap model.
Co-Authors Berlian Primadani Satria Putri