Pengaruh Brand Ambassador Prilly Latuconsina terhadap Brand Image Miniso Perfume Seashore
Institut Bisnis Nusantara
DOI:
https://doi.org/10.56943/daruna.v4i1.372A brand ambassador is a marketing communication strategy used to shape brand image through the association of a product with a public figure. This study aims to determine the influence of Prilly Latuconsina as a brand ambassador on the brand image of Miniso Perfume Seashore among followers of the @minisoindo Instagram account. The research employed a quantitative method with a survey of 100 respondents selected through simple random sampling. Data were analyzed using correlation tests, simple linear regression, and hypothesis testing to measure the magnitude of the ambassador’s influence on brand image. The results show that the brand ambassador has a significant effect on brand image, contributing 34.3%, while the remaining 65.7% is influenced by other factors not examined in this study. The regression coefficient of 0.868 indicates that increased brand ambassador activities correspond to an increase in brand image. The t-test reveals that the calculated t-value (7.153) exceeds the critical t-value (1.660), leading to the rejection of H₀ and acceptance of Hₐ. These findings confirm that Prilly Latuconsina plays a meaningful role in strengthening the image of Miniso Perfume Seashore, particularly through attractiveness, credibility, and expertise. The study recommends more interactive digital strategies to enhance consumers’ emotional engagement.
Tujuan penelitian ini adalah untuk menentukan peraturan mengenai kejahatan Brand ambassador merupakan salah satu strategi komunikasi pemasaran yang digunakan untuk membangun citra merek melalui asosiasi figur publik. Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador Prilly Latuconsina terhadap brand image produk Miniso Perfume Seashore pada followers Instagram @minisoindo. Penelitian menggunakan metode kuantitatif dengan teknik survei terhadap 100 responden yang dipilih melalui simple random sampling. Data dianalisis menggunakan uji korelasi, regresi linear sederhana, dan uji hipotesis untuk mengukur besaran pengaruh variabel brand ambassador terhadap brand image. Hasil penelitian menunjukkan bahwa brand ambassador berpengaruh signifikan terhadap brand image dengan kontribusi sebesar 34,3%, sedangkan 65,7% dipengaruhi faktor lain di luar penelitian ini. Koefisien regresi sebesar 0,868 mengindikasikan bahwa peningkatan aktivitas terkait brand ambassador berbanding lurus dengan peningkatan brand image. Uji t menunjukkan nilai t hitung (7,153) lebih besar dari t tabel (1,660), sehingga H₀ ditolak dan Hₐ diterima. Temuan ini menegaskan bahwa Prilly Latuconsina berperan dalam memperkuat citra Miniso Perfume Seashore, terutama melalui aspek daya tarik, kredibilitas, dan keahliannya. Penelitian merekomendasikan strategi digital yang lebih interaktif untuk meningkatkan kedekatan emosional konsumen.
Keywords: Brand Ambassador Brand Image Komunikasi Pemasaran Miniso Instagram
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