Pengaruh TWICE sebagai brand ambassador terhadap brand image dan keputusan pembelian produk Scarlett Whitening =

Marissa, Cynthia (2024) Pengaruh TWICE sebagai brand ambassador terhadap brand image dan keputusan pembelian produk Scarlett Whitening =. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penggunaan brand ambassador merupakan sebuah teknik pemasaran yang sedang giat diadaptasi oleh perusahaan-perusahaan di Indonesia, dan Scarlett Whitening merupakan salah satunya. Brand ambassador yang terpilih oleh perusahaan umumnya didasari oleh minat masyarakat, dan dengan gencarnya fenomena Korean Wave di Indonesia, brand ambassador asal Korea Selatan perlahan merambah bahkan untuk brand lokal sekalipun. Penelitian ini berfokus untuk mengkaji mengenai pengaruh brand ambassador terhadap brand image dan keputusan pembelian produk Scarlett Whitening. Landasan teori yang digunakan untuk meneliti ketiga variabel dalam penelitian ini adalah teori S-O-R. Metode yang digunakan dalam penelitian ini adalah metode kuantiatif dengan analisis data. Penelitian ini dilakukan kepada 100 responden, dan hasil yang diperoleh dapat dinyatakan bahwa terdapat pengaruh yang signifikan dari brand ambassador terhadap brand image dan keputusan pembelian. / The use of brand ambassadors is a marketing technique actively adopted by companies in Indonesia, and Scarlett Whitening is one of them. The selection of brand ambassadors by companies is generally based on public interest, and with the fervor of the Korean Wave phenomenon in Indonesia, ambassadors from South Korea are gradually making their way even for local brands. This study focuses on examining the influence of brand ambassadors on the brand image and purchasing decisions of Scarlett Whitening products. The theoretical foundation used to investigate the three variables in this study is the S-O-R theory. The method used in this research is quantitative with data analysis. The study was conducted on 100 respondents, and the results obtained can be stated that there is a significant influence of brand ambassadors on brand image and purchasing decisions.

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