Analisi Brand Ambassador Vidi Aldiano dalam Meningkatkan Brand Awareness Produk ‘Somethinc’ di Watsons Surabaya
Abstract
This research aims to explore the influence of brand ambassador Vidi Aldiano on brand awareness of Somethinc products at Watsons Surabaya. Using a descriptive quantitative approach, this research involved 99 respondents who were Somethinc consumers at Watsons Surabaya. The analysis method used is multiple linear regression with the help of Statistical Product and Service Solution (SPSS). The research results show that brand ambassador Vidi Aldiano has a positive and significant influence on brand awareness of Somethinc products at Watsons Surabaya. Conclusions, discussed in the context of marketing strategies and promotion of local products in competitive markets.
Keywords: Brand Ambassador, Brand Awareness
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Dinanti, M. P., Soputra, A. N., Sampurno, G., & Chan, A. (2022). Evaluation of Instagram Social Media Marketing to Plan New Strategy Formulation in Menantea. International Journal of Business Studies, 6(3), 193–205. https://doi.org/10.32924/ijbs.v6i3.226
Fauziyah, S. (2016). Pengaruh brand trust dan brand equity terhadap loyalitas konsumen pada produk kosmetik wardah (survey konsumen pada PT. paragon technology and innovation cabang Pekanbaru). Jom Fisip, 3(2), 1–9. https://media.neliti.com/media/publications/206181-pengaruh-brand-trust-dan-brand-equity-te.pdf
Fenettani, K. A. (2019). Pengaruh Brand Awareness Dan Perceived Quality Terhadap Purchase Intention: Brand Loyalty Sebagai Variabel Mediasi. Angewandte Chemie International Edition, 6(11), 951–952., (Mi), 5–24. https://doi.org/10.24912/jmbk.v4i6.9792
Firmansyah, A. (2019). Buku Pemasaran Produk dan Merek. Buku Pemasaran Produk dan Merek, August, 143–144.
Goodstats. (2022). Tumbuh Pesat, Pemakaian Produk Kecantikan di Indonesia Kian Meningkat. https://goodstats.id/article/menilik-meningkatnya-konsumsi-produk-kecantikan-di-indonesia-LcQed
Halisa, N. N. (2020). Peran Manajemen Sumber Daya Manusia “Sistem Rekrutmen, Seleksi, Kompetensi dan Pelatihan” Terhadap Keunggulan Kompetitif: Literature Review. Peran Manajemen Sumber Daya Manusia “Sistem Rekrutmen, Seleksi, Kompetensi Dan Pelatihan” Terhadap Keunggulan Kompetitif: Literature Review, 1, 14–22. https://adi-journal.org/index.php/abdi/article/view/168
Hermawan, S., & Amirullah. (2021). Metode penelitian bisnis: Pendekatan Kuantitatif & Kualitatif. Media Nusa Creative.
Kompas.com. (2022). 7 Fakta Menarik yang Jarang diketahui Tentang Kulit Manusia. https://www.kompas.com/tren/read/2022/01/22/100500065/7-fakta-menarik-yang-jarang-diketahui-tentang-kulit-manusia?page=all
Silfitri, & Hermawan, D. (2023). Social Media Marketing on Brand Awareness Local Indonesian Cosmetic Somethinc. Jurnal Bisnis Terapan, 7(1), 47–56. https://doi.org/10.24123/jbt.v7i1.5260
Thamrin, & Fauziyah, S. (2016). Pengaruh Brand Trust Dan Brand Equity Terhadap Loyalitas Konsumen Pada Produk Kosmetik Wardah. https://www.neliti.com/publications/206181/pengaruh-brand-trust-dan-brand-equity-terhadap-loyalitas-konsumen-pada-produk-ko
Theresia, C., & Parameswari, R. (2023). Pengaruh Viral Marketing, Online Customer Review, dan Harga Terhadap Keputusan Pembelian pada Produk Skincare Somethinc Melalui Marketplace Shopee Indonesia. EMABI: Ekonomi Dan Manajemen Bisnis, 2(1), 1–7. https://jurnal.ubd.ac.id/index.php/emabi/article/view/2029
Theresia, F. A., Smebiring, C. F., & Sidharta, J. (2023). Pengaruh Celebrity Endorsement, Brand Awareness, dan Brand Image Terhadap Purchase Decision pada Konsumen Somethinc (Studi Kasus Pada Mahasiswa di Universitas Kristen Indonesia Fakultas Ekonomi Jurusan Manajemen). Fundamental Management Journal, 8(1), 31–50. http://repository.uki.ac.id/10346/
Published
2024-06-30
Section
Articles
Copyright (c) 2024 Angelin Gunardi
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
