PENGARUH BRAND AMBASSADOR TERHADAP CITRA MEREK SMARTPHONE OPPO (Survei Pada Mahasiswa Universitas Negeri Jakarta, Kampus A)

FAJRI, MUHAMMAD RYHAN (2019) PENGARUH BRAND AMBASSADOR TERHADAP CITRA MEREK SMARTPHONE OPPO (Survei Pada Mahasiswa Universitas Negeri Jakarta, Kampus A). D3 thesis, Universitas Negeri Jakarta.

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Abstract

Muhammad Ryhan Fajri, 2019, 822316852, title of research “The Influence Of Brand Ambassador On Brand Image Smartphone OPPO (A Case Study In Universitas Negeri Jakarta Campus A)”. Marketing Management Study Program DIII. Faculty of Economics. Universitas Negeri Jakarta. This study aims to analyze the effect of brand ambassadors on OPPO smartphone brand image. The data used in this study were primary data collected from the results of questionnaires distributed to 112 respondents who used non-probability sampling techniques. The data processing method uses the Simple Linear Regression method. From the results of this study it can be seen that the brand ambassador variable influences the brand image. This is indicated by the R square value of 0.260 (26%), while the remaining 0.74 (74%) is influenced by other factors. In this research, it is known that the brand ambassador coefficient is 0.503 and its significance value in the simple linear regression analysis test is 0,000 <0.05, meaning that the brand ambassador has a significant positive effect on OPPO smartphone brand image. Thus, the results of this study are relevant and at the same time support the brand image theory. Keyword: Brand Ambassador, Brand Image, and Linier Regression Analysi

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