CONSUMER PERCEPTION ON DIAN SASTRO AS A BRAND AMBASSADOR IN ADVERTISING CAMPAIGN OF BUKALAPAK

• Main Author: Ramadani Firman, Reza
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46048
• Institution: Institut Teknologi Bandung

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.