PENGARUH BRAND AMBASSADOR TERHADAP BRAND IMAGE SABUN LUX (Studi di Pondok Pesantren wahid Hasyim Yogyakarta)

NIHAYATUL MARDIYAH - NIM. 06730026, (2011) PENGARUH BRAND AMBASSADOR TERHADAP BRAND IMAGE SABUN LUX (Studi di Pondok Pesantren wahid Hasyim Yogyakarta). Skripsi thesis, UIN Sunan Kalijaga Yogyakarta.

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Abstract

Number of similar consumer products that are in the market, the competition is increasingly tight product. The producers of consumer share in certain segments. Woman is one of the targeted segment producers, therefore many manufacturers use the brand ambassador for strengthening the brand image that has been ingrained in the minds of consumers. One of the products ynag using these strategies is quot;Lux soap. quot; This study investigated the influence of brand image, brand ambassador for Lux soap in Pondok Pesantren Wahid Hasyim Yogyakarta. The purpose of this study is to determine whether there is influence of brand image, brand ambassador for Lux soap. The sample in this study is 107, the sampling technique is determined by random sample. Research hypothesis is Ho: The brand ambassador is not significantly influence brand image lux soap at Pondok Pesantren Wahid Hasyim Yogyakarta. Ha: The brand ambassador significantly influence brand image lux soap at Pondok Pesantren Wahid Hasyim Yogyakarta. The analytical method used is the regresion linier and using rhotabel test with significance level amp;#945; = 5%, and by using SPSS version 11:05. The results obtained by regression analysis of R square value of 0.320 That means brand ambassador could explain the contribution of influence on brand image of product variations beauty soap Lux at 32 % and the balance of 68% is explained by factors other than brand ambassador. Results of t test showed t value of 7,027 and significance value of 0.000. T table value of 1.658 known. Therefore, the value t count t table, it can be concluded that there are significant brand ambassador for Lux beauty soap brand image. Meanwhile, the significant value of 0.000 ( 0,05) confirmed that the effect given by the brand ambassador of Lux beauty soap brand image is significant (real).

Item Type: Thesis (Skripsi)
Additional Information / Pembimbing: Pembimbing: Dra. Hj. Marfu'ah Sri Sanityastuti, M.Si,
Uncontrolled Keywords: brand ambassador, brand image sabun lux
Subjects: Ilmu Komunikasi
Divisions: Fakultas Ilmu Sosial dan Humaniora > Ilmu Komunikasi (S1)
Depositing User / Editor: Miftakhul Yazid Fuadi, SIP.
Date Deposited: 26 Mar 2013 15:40
Last Modified: 15 Dec 2016 10:53
URI: http://digilib.uin-suka.ac.id/id/eprint/5301

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