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All Journal EkoBis ( Ekonomi & Bisnis ) Kinerja E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Competence : Journal of Management Studies (Kompetensi : Jurnal Studi Manajemen) Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Jurnal REKOMEN (Riset Ekonomi Manajemen) Dinamisia: Jurnal Pengabdian Kepada Masyarakat CAPITAL: JURNAL EKONOMI DAN MANAJEMEN Journal of Information System, Applied, Management, Accounting and Research Akuntabilitas: Jurnal Ilmiah Ilmu-Ilmu Ekonomi Jurnal Ilmiah Manajemen Kesatuan Journal of Industrial Engineering & Management Research (JIEMAR) Jurnal Nasional Manajemen Pemasaran dan SDM EMBISS: Jurnal Ekonomi, Manajemen, Bisnis, Sosial Transekonomika : Akuntansi, Bisnis dan Keuangan Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Jurnal Ekonomi dan Bisnis Islam (JEBI) Jurnal Bisnis Kompetitif Jurnal bintang manajemen Jurnal IlmiahManajemen, Bisnis dan Ekonomi Kreatif
Budi Hartono
Dosen Fakultas Ekonomi, Universitas Tidar Magelang
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences Other

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Journal : EMBISS: Jurnal Ekonomi, Manajemen, Bisnis, Sosial

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Pengaruh Brand Ambassador Aktor Korea Terhadap Brand Image Produk Scarlett (Studi Kasus Mahasiswa Universitas Tidar): Studi Kasus Mahasiswa Universitas Tidar Sofiyah nurul Hakimah; Budi Hartono
JURNAL EKONOMI, MANAJEMEN, BISNIS, DAN SOSIAL (EMBISS) Vol. 3 No. 1 (2022): November 2022
Publisher : CV ODIS

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Abstract

Marketing strategy involving brand ambassadors is one way for companies to improve their brand image. This research was conducted to analyze how influential the brand ambassador was on the brand image of Scarlett products for Tidar University students. This research is a type of quantitative research with multiple linear regression analysis, normality test, correlation analysis, coefficient of determination, and hypothesis testing (t-test). The population in this study were Tidar University students with a total sample of 50 respondents. The sample was determined using a non-probability sampling technique, the type of purposive sampling. The data were analyzed using the SPSS 26 application. From the results of hypothesis testing, it was found that only the power indicator affected the brand image (t-value 2,943 > t-table 2,228). Meanwhile, indicators of visibility (t-value -500 < t-table 2,228), credibility (t-value 1,717 < t-table 2,228), and attraction (t-value -1,099 < t-table 2,228) do not affect brand image. The analysis of the coefficient of determination showed the results of 0.380  
Co-Authors Agustina Prativi Nugraheni Alma Sri Anjani Arie Setyo Dwi Purnomo Atmaja, Hanung Eka Axel Giovanni Axel Giovanni Bayu Erdian Syah Clarisa Alfa Lionora Dian Verawati hirawati, heni Jihar Syihab Ulin Nuha Kamila Khairul Ikhwan M. Boy Singgih Gitayuda Maksum, Ikhsan Mila Camelia Mudinillah, Adam Nully Huda Imam Khafidhoh Nurul Istikomah Rafid Dwi Alfian ratnawati, shinta Rendha Wahyu Pratiwi Rumaisha Nur Azizah Siti Nur Mukhlisoh Siti Nur Mukhlisoh Sofiyah nurul Hakimah Suci Nasehati Sunaningsih Verawati, Dian Marlina Wildan Yudhanto Wiwin Yusdianti Yacobo P. Sijabat