Pengaruh Kredibilitas Deddy Corbuzier sebagai Brand Ambassador J&T terhadap Citra Merek J&T

Abstract

The increasing use of brand ambassadors as a branding activity has resulted in many companies participating in this strategy. Selection of brands quality ambassadors can influence the brand image of a product or service. The credibility of a good and trusted brand ambassador can generate public trust, thereby enhancing the brand image. In this study, Deddy Corbuzier is a brand ambassador owned by PT J&T. The purpose of this study was to determine the influence of the credibility that Deddy Corbuzier has as the brand ambassador of PT J&T through instagam on the brand image of PT J&T. This research is a quantitative research with a survey method. The population in this study were all Instagram account users who followed the J&T account. While the authors took a sample of 100 respondents. Sampling was done using non probability sampling techniques. Data processing and analysis techniques are based on simple regression analysis, without coefficient, coefficient determination, T test. Data validation techniques are based on validity testing, reliability testing. and normality test. Based on the research results, it is known that there is a positive influence between the credibility of brand ambassadors and brand image. The credibility of brand ambassadors has an effect of 58.4% on brand image. If the credibility of brand ambassadors increases, the brand image will also increase. In fact, if the credibility of a brand ambassador decreases, the brand image will also decline.

Maraknya penggunaan brand ambassador mendorong banyak perusahaan menggunakan strategi ini sebagai salah satu kegiatan branding. Pemilihan brand ambassador yang berkualitas dapat mempengaruhi citra merek dari suatu produk atau jasa. Kredibilitas brand ambassador yang baik dan terpecaya dapat menimbulkan kepercayaan public sehingga meningkatkan citra merek. Dalam penelitian ini, Deddy Corbuzier merupakan brand ambassador yang dimiliki oleh PT J&T. Tujuan dari penelitian ini untuk mengetahui pengaruh kredibilitas yang dimiliki oleh Deddy Corbuzier sebagai brand ambassador PT J&T melalui instagam terhadap citra merek PT J&T. Penelitian ini menggunakan pedekatan kuantitatif dengan metode survey. Populasi dalam penelitian ini adalah seluruh pengguna akun instagram yang mengikuti akun J&T. Sedangkan penulis mengambil sampel sebanyak 100 responden. Pengambilan sampel dilakukan dengan menggunakan teknik non probability sampling. Teknik pengolahan dan analisis data berdasarkan analisis regresi linear sederhana, koefisien korelasi, koefisien determinasi, uji T. Teknik pengabsahan data berdasarkan uji validitas, uji realibilitas. dan uji normalitas. Berdasarkan hasil penelitian, diketahui bahwa terdapat pengaruh positif antara kredibilitas brand ambassador terhadap citra merek. Kredibilitas brand ambassador memiliki pengaruh sebesar 58,4% terhadap citra merek. Apabila kredibilitas brand ambassador meningkat maka citra merek juga akan semakin meningkat. Sebaliknya, jika kredibilitas brand ambassador menurun maka citra merek juga akan semakin menurun.