CONSUMER PERCEPTION ON DIAN SASTRO AS A BRAND AMBASSADOR IN ADVERTISING CAMPAIGN OF BUKALAPAK
Brand Ambassador is one of the promotional strategies that are often used by companies as a tool to communicate products or services to the public. Brand ambassadors are closely related to celebrity figures that are used as icons of products or services, not just as icons, celebrity figures are u...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/46048 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Brand Ambassador is one of the promotional strategies that are often used by
companies as a tool to communicate products or services to the public. Brand
ambassadors are closely related to celebrity figures that are used as icons of
products or services, not just as icons, celebrity figures are used as advertising
stars to help promote a company's trademark. This study aims to identify the figure
of Dian Sastro as a brand ambassador used as a medium for delivering messages
in the Bukalapak advertising campaign, and evaluate the characteristics of the
dominant VisCAP model when consumers view Dian Sastro's figure as a Bukalapak
brand ambassador. This research was conducted in three stages. The first stage is
conducting a literature study in stages of previous research, journals and books
related to brand ambassadors and VisCAP models. The second stage defines the
VisCAP model, classifies the four VisCAP dimensions into 15 statements
conducting a pilot test and distributing questionnaire data through the Google
form. The third stage analyzes the results of the questionnaire by using descriptive
analysis and one-way ANOVA.
The study was conducted with a quantitative approach using descriptive analysis
to identify the figure of Dian Sastro as the brand ambassador in the Bukalapak
advertising campaign, through the distribution of online questionnaires to 161
people. The analysis process uses anailis anova oneway to evaluate the dominant
and significant VisCAP element when consumers perceive the figure of Dian Sastro
as Bukalapak's brand ambassador. The sample used in this study is non-probability
using purposive sampling technique, through data management using SPSS version
25 trial series. The results of the study found that the dimensions of credibility and
attraction are dominant dimensions. |
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