THE USE OF BRAND AMBASSADOR “TREASURE” FOR THE MANYO FACTORY COMPANY'S BRAND AWARENESS

Abstract

Manyo Factory is a company engaged in producing cosmetics and Personal Care. In order to increase public awareness, the Manyo Factory company uses the Boyband "Treasure" as the company's Brand Ambassador. The purpose of this study is to find out whether there is an effect of determining the Brand Ambassador "Treasure" on increasing brand awareness of the Manyo Factory company. This study applies several theories, namely, Marketing Communication, Brand Ambassador  and Brand Awareness. The research was conducted using a quantitative approach and survey method. The population of this research is followers of the Instagram account @ManyoFactory_Official. The data collection method used in this study is by distributing questionnaires to 100 respondents obtained through the Probability Sampling Technique in the form of Simple Random Sampling. The data results were then analyzed with several tests, namely validity test, reliability test, simple linear regression analysis, and T test. This study found that the linear regression equation Y = -55,275 + 3.493X, with a significance value of 0.000. From the results of the T test, it is also known that there is an influence of Brand Ambassador Treasure on increasing Brand Awareness of the Manyo Factory company.