KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Vol. 9 No. 1 (2023): Kalbisiana

Pengaruh Muhammad Jaidi Sebagai Brand Ambassador Terhadap Brand Image Kopi Lain Hati

Gracia Yoas (Institut Teknologi dan Bisnis Kalbis)
Salman Naning (Institut Teknologi dan Bisnis Kalbis)

Article Info

Publish Date
09 May 2023

Abstract

The use of a brand ambassador for a brand is an action or strategy taken to form a brand image and also build people's mindset toward the brand. The purpose of this study was to determine the effect of Muhammad Jaidi as a Brand Ambassador on the Brand Image of Lain Hati Coffee. Researchers use the VisCAP model to see the aspects contained in a brand ambassador. This study used a quantitative approach and the data obtained came from distributing questionnaires. The data obtained in this study were processed using Product Moment Correlation and Simple Linear Regression. The results of this study conclude that the relationship between brand ambassadors and brand image is strong. Also, Muhammad Jaidi as a brand ambassador influences the Kopi Lain Hati Brand Image. The amount of influence given by Muhammad Jaidi as Brand Ambassador to the Lain Hati Kopi Brand Image is 44.2%.

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Journal Info
KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Website

Abbrev

kalbisiana

Publisher

UNIVERSITAS KALBIS

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

KALBISIANA Jurnal Sains, Bisnis dan Teknologi adalah jurnal akses terbuka akademik yang bertujuan untuk mempromosikan integrasi sains, bisnis dan teknologi. Fokusnya adalah menerbitkan makalah tentang sains, bisnis dan teknologi. Makalah yang dikirimkan akan ditinjau oleh komite teknis jurnal. Semua ...