Pengaruh brand ambassador dian sastrowardoyo terhadap brand image produk makeup L’OREAL PARIS (studi pada konsumen L’OREAL kota BANDUNG)

Authors

  • Dina Arti Masyita Universitas Telkom
  • Ai Lili Yuliati Universitas Telkom

DOI:

https://doi.org/10.26486/jramb.v3i1.408

Keywords:

Brand ambassador, brand image

Abstract

Penggunaan brand ambassador pada brand image adalah suatu strategi pemasaran yang dilakukan untuk membangun citra merek dan pola pikir dari konsumen. Penelitian ini dilakukan pada konsumen L’oreal di Kota Bandung. Tujuan penelitian ini adalah untuk mengetahui pengaruh brand ambassador terhadap brand image produk makeup L’oreal di Kota Bandung. Penelitian menggunakan metode kuantitatif dengan jenis penelitian deskripstif. Sampel diambil menggunakan metode nonprobability sampling dan teknik analisisnya menggunakan regresi linier sederhana. Berdasarkan hasil penelitian menunjukkan bahwa secara parsial brand ambassador Dian Sastrowardoyo (visibility, credibility, attraction dan power) memiliki pengaruh terhadap brand image produk makeup L’oreal. Hasil koefisiensi determinasi brand ambassador berpengaruh terhadap brand image sebesar 56,1% dan sisanya sebesar 43,9% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini.

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Published

2017-05-12

Issue

Vol. 3 No. 1: Mei 2017

Section

Jurnal Riset Akuntansi Mercu Buana (JRAMB)

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