PENGARUH BRAND AMBASSADOR LUCAS WONG TERHADAP BRAND IMAGE PRODUK MINUMAN NEO COFFEE

SILVIA, MEGA DWI (2020) PENGARUH BRAND AMBASSADOR LUCAS WONG TERHADAP BRAND IMAGE PRODUK MINUMAN NEO COFFEE. D3 thesis, Universitas Negeri Jakarta.

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Abstract

Mega Dwi Silvia, 2020; The Influence of Lucas Wong as Brand Ambassador Toward Brand Image of Beverage Product Neo Coffee. Scientific Paper, Marketing Management Study Program. Faculty of Economics. Jakarta State University. This research aims to: 1) Know how the description of brand ambassador and brand image. 2) Know whether the used of Lucas Wong as a brand ambassador had an influence on the brand image of Neo Coffee product. In this research the sampling technique used was purposive sampling, the data collected by distributing questionnaires via online. The sample used in this research was 133 respondents who knew the brand ambassador and had seen advertisements from Neo Coffee product and made any purchases on Neo Coffee product. The analytical method used in this research was simple linear regression analysis. The results of this research showed that the brand ambassador variable had significantly affects the brand image by 71.8% and the remaining 28.2% is influenced by other factors outside this research. Keyword: Brand Ambassador, Brand Image

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