PENGARUH BRAND AMBASSADOR GIRL GROUP KOREA TWICE TERHADAP BRAND IMAGE SCARLETT WHITENING

Muhammad Zikri Hidayat; Kresno Yulianto

doi:10.55047/jekombital.v3i3.879

Muhammad Zikri Hidayat* Ilmu Komunikasi, STIKOM InterStudi, Jakarta
Kresno Yulianto Ilmu Komunikasi, STIKOM InterStudi, Jakarta

DOI: https://doi.org/10.55047/jekombital.v3i3.879

Keywords: Brand Ambassador, Brand Image, Scarlett Whitening

Abstract

According to kompas.co.id, Scarlett Whitening ranks second in the category of local skincare products in Indonesia. To improve brand image, Scarlett Whitening collaborates with girl group TWICE as brand ambassador. This study aims to analyze the influence of TWICE brand ambassadors on Scarlett Whitening's brand image. Using the positivism paradigm and quantitative approach, data was collected through a survey using the Taro Yamane method, involving 100 respondents from Sukmajaya, Depok, who knew TWICE's brand ambassador and used Scarlett Whitening. The sample was selected using purposive sampling technique (non-probability). Data were analyzed with simple linear regression test using SPSS. The results showed that TWICE brand ambassadors have a positive influence on Scarlett Whitening's brand image. The linear test results in a significance value (Sig) <0.01, indicating a significant relationship. The regression coefficient of the brand ambassador variable (X) of 0.449 shows a positive influence. The t value of 8.991 with Sig 0.01 <0.05 confirms that TWICE brand ambassadors have a significant effect on Scarlett Whitening brand image.

References

Hendayana, Y., & Afifah, N. (2021). Pengaruh Brand Ambassador Dan Korean Wave Terhadap Minat Belanja Online Melalui Marketplace Tokopedia. Kinerja, 3(1), 32–46. https://doi.org/10.34005/kinerja.v3i1.1285

Herika, D., & Ruliana, P. (2018). Public Relations dalam Membina Hubungan dengan Media. InterKomunika, 3(1), 45. https://doi.org/10.33376/ik.v3i1.149

Hidayat, C. N., & Setiawati, C. I. (2016). Pengaruh Brand Image terhadap Keputusan Pembelian pada Bhinneka.com. E-Proceeding of Management, 8(4), 3397–3405.

Kirana, L. C., Trijayanti, R. T., & Sari, Y. I. (2020). Pengaruh Zaskia Adya Mecca Sebagai Brand Ambassador Dalam Instagram Meccanismofficialshop Terhadap Brand Image Meccanism. Jurnal Apresiasi Ekonomi, 8(2), 308–320. https://doi.org/10.31846/jae.v8i2.302

Miati, I. (2020). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Kerudung Deenay (Studi pada Konsumen Gea Fashion Banjar). Abiwara : Jurnal Vokasi Administrasi Bisnis, 1(2), 71–83. https://doi.org/10.31334/abiwara.v1i2.795

Mustika, T., & Anggraini, R. (2019). Pengaruh Terpaan Media Terhadap Reputasi Lembaga Pemerintah. Komunikasi Kreatif, 1(1), 66–79.

Nancy, Goenawan, M. (2020). Efektivitas Penggunaan Brand Ambassador Laneige Dalam Model Viscap Pendahuluan. Jurnal E-Komunikasi, 8(2), 1–9.

Nurazhari, L., & Putri, Y. R. (2022). Pengaruh Brand Ambassador Blackpink Terhadap Brand Image Tokopedia Periode 2021. Jurnal Ilmiah Ilmu Komunikasi Universitas Riau, 10(2), 166–174.

Sugiyono. (2014). Metode penelitian pendidikan.

Sugiyono. (2018). Metode Penelitian Kuantitatif. Alfabeta.

Sugiyono. (2022). Metode Penelitian Kualitatif. Alfabeta.

Suharsimi, A. (2020). Prosedur Penelitian : Suatu Pendekatan Praktik (Edisi Revisi). Jakarta: Rineka Cipta.

Wiraditi, R. B., & Sudibyo, A. G. (2020). Strategi Marketing Public Relations Dalam Meningkatkan Brand Image PT . Brodo Ganesha Indonesia. Journal of Creative Communication, 2(1), 51–72.