Pengaruh Brand Ambassador Terhadap Brand Image Onic Supply ID pada Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Jember
DOI:
https://doi.org/10.47134/jbkd.v1i2.1917Keywords:
Brand Ambassador, Brand Image, Onic Supply Id, Komunikasi PemasaranAbstract
Perkembangan teknologi memiliki dampak yang signifikan terhadap berbagai aspek salah satunya dalam dunia olahraga, terutama dalam bentuk olahraga berbasis teknologi yang dikenal sebagai E-Sports (Electronic Sports). E-Sports adalah cabang olahraga modern yang sangat diminati oleh generasi milenial. Dalam perkembangan dunia E-Sports ini, tim-tim besar di Indonesia mulai mengoptimalkan pendapatan mereka melalui penjualan merchandise seperti jersey dan produk lainnya. Salah satu strategi yang diterapkan untuk meningkatkan penjualan dan Brand Image dalam industri E-Sports adalah dengan penggunaan Brand Ambassador. Brand Ambassador digunakan sebagai sarana promosi untuk mengubah persepsi dan menarik minat konsumen dalam membeli produk yang ditawarkan melalui toko online Onic Supply Id. Penelitian ini menggunakan jenis metode kuantitatif deskriptif dengan menggunakan penyebaran kuisioner secara online. Dan teori yang digunakan dalam penelitian ini yaitu teori komunikasi pemasaran menurut Kotler dan Keller. Responden dalam penelitian ini adalah mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Jember. Tujuan dari penelitian ini adalah untuk mengetahui seberapa besar pengaruh Brand Ambassador terhadap Brand Image Onic Supply Id di kalangan mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Jember. Metode analisis data yang digunakan dalam penelitian ini yaitu uji normalitas, uji regresi linear sederhana, uji hipotesis T dan F, serta koefisien determinasi. Hasil penelitian ini menunjukkan bahwa variabel Brand Ambassador (variabel X) memiliki pengaruh positif yang cukup signifikan terhadap Brand Image Onic Supply Id (variabel Y). Brand Ambassador memberikan pengaruh sebesar 87,8% terhadap Brand Image Onic Supply Id, sementara 12,2% sisanya merupakan factor lain yang tidak peneliti gunakan dalam penelitian ini.
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