Murti, Rizki Adhitya (2023) PENGARUH BRAND AMBASSADOR, KOREAN WAVE DAN BRAND IMAGE DALAM PEMBENTUKAN BRAND AWARENESS PADA PRODUK SKINCARE SOMETHINC DI KOTA SEMARANG (Studi Pada Aktris Han So Hee Sebagai Brand Ambassador Produk Skincare Somethinc). Skripsi. (Submitted)
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DAFTAR PUSTAKA RIZKI ADHITYA MURTI (12190950).pdf Download (133kB) |
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Abstract
Building brand awareness is one marketing strategy that can lead consumers to develop their preferences for brands and products. By utilizing Hallyu culture or the Korean Wave to improve the brand image of Somethinc products, it should have a positive influence on brand awareness as much as possible. This study aims to determine the influence of brand ambassadors, Korean wave and brand image in the formation of brand awareness of Somethinc skincare products. The research sample used amounted to 97 respondents, including those who had used Somethinc products in Semarang City. The sampling method uses a Non Probability Sampling approach with Purposive Sampling techniques. Statistical tests were performed using SPSS'22. The results showed that brand ambassadors have a positive and significant effect on brand awareness, brand image also has a positive and significant effect on brand awareness. While the Korean Wave does not have a positive and significant effect on brand awareness. Keywords: brand ambassador, korean wave, brand image, brand awareness.
| Item Type: | Article |
|---|---|
| Additional Information: | Membangun kesadaran merek merupakan salah satu strategi pemasaran yang dapat mengarahkan konsumen untuk mengembangkan preferensi mereka terhadap merek dan produk. Dengan memanfaatkan budaya Hallyu atau Korean Wave guna meningkatkan citra merek produk Somethinc maka dari itu sebisa mungkin memberikan pengaruh positif terhadap kesadaran merek. Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador, korean wave dan brand image dalam pembentukan brand awareness produk skincare Somethinc. Sampel penelitian yang digunakan berjumlah 97 responden yaitu diantaranya yang telah menggunakan produk Somethinc di Kota Semarang. Metode dalam pengambilan sampel menggunakan pendekatan Non Probability Sampling dengan teknik Purposive Sampling. Uji statistik dilakukan dengan menggunakan SPSS’22 . Hasil penelitian menunjukkan brand ambassador berpengaruh positif dan signifikan terhadap brand awareness, brand image juga berpengaruh positif dan signifikan terhadap brand awareness. Sedangkan Korean Wave tdak berpengaruh positif dan signifikan terhadap brand awareness. Kata kunci : brand ambassador, korean wave, brand image, brand awareness. |
| Uncontrolled Keywords: | WisudawanS1 |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S1 |
| Date Deposited: | 22 Aug 2023 02:02 |
| Last Modified: | 22 Aug 2023 02:02 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/1190 |
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