THE INFLUENCE OF BRAND AMBASSADOR CREDIBILITY ON BRAND IMAGE (CASE STUDY ON BRAND AMBASSADOR MIE SEDAAP KOREAN SPICY CHICKEN KOREAN ACTOR CHOI SIWON)
Article Sidebar
Read Counter : 184
Download : 133
Main Article Content
Abstract
Instant noodles are a food product that is easy to make and find. PT Wings Food Indonesia is a company from Mie Sedaap that follows the market trend in great demand by Generation Z. Indonesia has the second most K-Pop fans in the world after South Korea. Seeing the many levels of K-Pop fans in Indonesia, PT Wings Food Indonesia released the latest Korean-style Mie Sedaap variant. It appointed an actor from South Korea known for his reputation and positive influence named Choi Siwon as the Brand Ambassador for his newest product, Mie Sedaap Korean Spicy Chicken. The purpose of this study was to determine the influence of the credibility of Choi Siwon as a Brand Ambassador on the Brand Image of Mie Sedaap Korean Spicy Chicken. The theory applied in this test is communication, source credibility, Brand Ambassador, and Brand Image. The research population is unlimited, namely generation Z, who consumed Mie Sedaap. This research utilizes a quantitative approach with a survey method, and then data is collected through a questionnaire to 95 respondents as a sample. The results showed that the credibility of Choi Siwon as a Brand Ambassador influenced the Brand Image of Mie Sedaap Korean Spicy Chicken products by 71.8%. The visibility dimension has the most influence on the X variable. Meanwhile, the brand uniqueness dimension affected the most on Y variable
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
References
A. M. Immaculata and L. S. S. Utami, “Pengaruh Popularitas Brand Ambassador NCT 127 terhadap Minat Beli Produk Nu Green Tea oleh Konsumen,” Prologia, 5(2), 261–266, 2021. DOI: https://doi.org/10.24912/PR.V5I2.10169
D. H. Jayani, “Proporsi Populasi Generasi Z dan Milenial Terbesar di Indonesia,” Databoks, 2021. DOI: https://databoks.katadata.co.id/datapublish/2021/05/24/proporsi-populasi-generasi-z-dan-milenial-terbesar-di-indonesia
D. Mutiah, “Choi Siwon Jadi Brand Ambassador Mi Instan asal Indonesia,” Liputan 6, 2019. DOI: https://www.liputan6.com/lifestyle/read/4053393/choi-siwon-jadi-brand-ambassador-mi-instan-asal-indonesia
E. J. Kosasih, Y. Setianti, and U. Wahyudin, “Pengaruh Kredibilitas Petugas Terhadap Sikap Kepatuhan Pasien Tuberkulosis Pada Pemeriksaan Dahak,” Jurnal Kajian Komunikasi, 5(1), 1–10, 2017. DOI: https://doi.org/10.24198/JKK.V5I1.8480
G. P. Ramadhanty, “Pengaruh Brand Ambassador Terhadap Keputusan Pembelian (Survei Pada Penggemar Boyband EXO Sebagai Brand Ambassador Nature Republic,” Skripsi Thesis, Institutional Repository UIN Sunan Kalijaga Yogyakarta, 2020.
I. Imron, “Analisa Pengaruh Kualitas Produk Terhadap Kepuasan Konsumen Menggunakan Metode Kuantitatif Pada CV. Meubele Berkah Tangerang,” Indonesian Journal on Software Engineering (IJSE), 5(1), 19–28, 2019. DOI: https://doi.org/10.31294/ijse.v5i1.5861
M. Khafid, “Strategi Bersaing Dalam Meningkatkan Jumlah Pelanggan: Studi kasus pada Perusahaan Otobus Al-Mubarok Malang,” Undergraduate Thesis, Universitas Islam Negeri Maulana Malik Ibrahim, 2015. DOI: http://etheses.uin-malang.ac.id/1670/
M. S. Permana and J. O. Haryanto, “Pengaruh Country of Origin, Brand Image Dan Persepsi Kualitas Terhadap Intensi Pembelian,” Jurnal Manajemen Untar, 18(3), 112392, 2014a. DOI: https://doi.org/10.0/CSS/ALL.CSS
M. S. Permana and J. O. Haryanto, “Pengaruh Country of Origin, Brand Image Dan Persepsi Kualitas Terhadap Intensi Pembelian,” Jurnal Manajemen Untar, 18(3), 112392. 2014b. DOI: https://doi.org/10.0/CSS/ALL.CSS
Misri and Y. Sasmita, “Pengaruh Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Pada Handphone OPPO (Studi Kasus Pada Mahasiswa Fakultas Ekonomi),” Jurnal Universitas Islam Sumatera Utara Medan, 58–66, 2019.
N. Nanincova, (2019). “Pengaruh Kualitas Layanan Terhadap Kepuasan Pelanggan Noach Cafe and Bistro,” Agora, 7(2), 2019. DOI: http://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/8734
R. G. Sandi, “Pengaruh Bauran Pemasaran (Promotion Mix) Terhadap Keputusan Pembelian Rokok A-Mild pada Mahasiswa Fakultas Ekonomi Uma,” 2015. DOI: http://repository.uma.ac.id/handle/123456789/393
S. R. Fadilah, “5 Negara Ini Ternyata Masuk dalam Daftar Penggemar K-Pop Terbanyak di Dunia, Indonesia Termasuk?” Galamedia News, 2021. DOI: https://galamedia.pikiran-rakyat.com/humaniora/pr-351754727/5-negara-ini-ternyata-masuk-dalam-daftar-penggemar-k-pop-terbanyak-di-dunia-indonesia-termasuk
Tim CNN Indonesia, “Siwon Super Junior Jadi Duta UNICEF Asia Timur Pasifik,” 2019. DOI: https://www.cnnindonesia.com/hiburan/20191112105510-234-447574/siwon-super-junior-jadi-duta-unicef-asia-timur-pasifik
W. O. Z. Muizu, S. N. Evita, and D. Suherman, “Disiplin Kerja dan Pengaruhnya terhadap Kinerja Pegawai Negeri Sipil,” PEKBIS (Jurnal Pendidikan Ekonomi Dan Bisnis), 8(3), 172–182, 2016. DOI: https://pekbis.ejournal.unri.ac.id/index.php/JPEB/article/view/3633
Y. A. Saputra, “Pengaruh Kredibilitas Endorser Raisa Terhadap Minat Beli Konsumen Pada Iklan Pond’s White Beauty (Studi Kasus Pada Mahasiswi FE UII),” Jurnal Universitas Islam Indonesia, 2016, DOI: https://dspace.uii.ac.id/handle/123456789/1785