Pengaruh Brand Ambassador Lyodra Ginting terhadap Brand Awareness Konsumen Produk Implora
Survey Dilakukan Kepada Followers Akun Instagram @Lyodraofficial
DOI:
https://doi.org/10.62383/filosofi.v1i4.380Keywords:
Brand Ambassador, Marketing Communications, Brand Awareness.Abstract
Infuencer has a big impact on brands in order to improve their image to be more competitive with competitors, this is what Implora uses by using Lyodra's services as their Brand Ambassador, because Lyodra is considered to have Followers who is big and Lyodra himself is considered to have the appropriate charisma in the world of beauty. In this researchis to find out how much INFLUENCEBRAND AMBASSADOR LYODRA GINTING TOBRAND AWARENESS CONSUMERS OF IMPLORA PRODUCTS. The theory used is Brand Ambassador which includes Transference, Attractiveness, Congruence and Brand AwarenessUnware of Brand, Brand Recognition, Brand Recall, Top of Mind Data collection techniques were carried out by distributing questionnaires to 99 respondentsFollowers Instagram account @Lyodraofficial. Sampling using the techniqueProbability Sampling. Questionnaire retrieval method used namelyRandom Sampling. The results of this study indicate that InfluencePersonal Branding Lyodra Ginting as a whole responds well to respondents (Agree), as well as InfluenceBrand Ambassador Lyodra Ginting AgainstBrand Awareness consumers of Implora products (agree) from all statements from all X variables in the research questionnaire. In addition to the magnitude of InfluenceBrand Ambassador has a positive and strong relationship of 0.643 toBrand Awareness consumers of Implora productsFollowers Instagram account @Lyodraofficial with presentationBrand Awareness of 41.3% while the rest is influenced by other factors outside of this study. likeWord Of Mouth, other social media platforms and cosmetic product differences.
References
Amanah, D., & Harahap, D. A. (2018). Examining the effect of product assortment and price discount toward online purchase decision of university students in Indonesia. Universitas Negeri Medan, 99–104.
Amanah, D., & Harahap, D. A. (2018). Pengaruh komunikasi pemasaran perusahaan terhadap kesadaran merek pelanggan. Jurnal Manajemen Teori dan Terapan, 11(3).
Arianty, N., & Andira, A. (2021). Pengaruh brand image dan brand awareness terhadap keputusan pembelian. Maneggio: Jurnal Ilmiah Magister Manajemen, 4(1), 40.
Cahyono, A. S. (2016). Pengaruh media sosial terhadap perubahan sosial masyarakat di Indonesia. Jurnal Ilmu Sosial & Ilmu Politik, Fakultas Ilmu Sosial & Politik, Universitas Tulungagung, 142.
Jamieson, B., & Fill, C. (2011). Marketing communications. Edinburgh Business School.
Keller, K. (2012). Marketing management (14th ed.). Pearson Education.
Keller, K. L., Parameswaran, A. M., & Jacob, I. (2019). Strategic brand management: Building, measuring, and managing brand equity. New York City: Pearson Education.
Kertamukti, R. (2015). Strategi kreatif dalam periklanan: Konsep, media, branding, anggaran. Jakarta: Rajagrafindo.
Kotler, P., & Armstrong, G. (2016). Principles of marketing (16th ed.). Pearson Education Limited.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education Limited.
Lea-Greenwood, G. (2013). Fashion marketing communications eBook. Somerset, NJ, USA: Wiley.
Nasrullah, R. (2015). Media sosial: Perspektif komunikasi, budaya dan sosioteknologi. Bandung: Simbiosa Rekatama Media.
Putra, M. I., Suharyono, & Abdillah, Y. (2014). Pengaruh brand ambassador terhadap brand image serta dampaknya terhadap keputusan pembelian (Survey pada pengguna LINE di Asia). Jurnal Administrasi Bisnis (JAB), 12(1), 1-3.
Wardhana, A. (2022). Brand marketing: The art of branding e-book. Jawa Barat: CV. Media Sains Indonesia.
Wicaksono, M. P. A., & Seminari, N. K. (2016). Pengaruh iklan dan word of mouth terhadap brand awareness Traveloka. E-Jurnal Manajemen Unud, 5(8), 5110–5121.
Winadi, J. S. (2017). Hubungan word of mouth dengan brand awareness teh kotak. Jurnal E-Komunikasi, 5(1).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Filosofi : Publikasi Ilmu Komunikasi, Desain, Seni Budaya
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
