Pengaruh Muhammad Jaidi sebagai Brand Ambassador terhadap Brand Image Kopi Lain Hati

Abstract

Abstract : The use of a brand ambassador for a brand is an action or strategy taken to build a brand image and also the mindset of the community towards the brand. The purpose of this study was to determine the influence of Muhammad Jaidi as a Brand Ambassador for the Kopi Lain Hati Brand Image. In this study, the concept used is the Viscap Model. This research is used by using positivism paradigm, quantitative approach and explanative survey. The data obtained in this study came from questionnaires which were processed using Pearson Product Moment correlation analysis and simple linear regression analysis. The result of this research is the influence on Muhammad Jaidi as the brand ambassador of Kopi Lain Hati's brand image. Based on Pearson Product Moment, the level of relationship in this study is 0.666 which indicates a strong and positive relationship. It also shows that there is an influence from Muhammad Jaidi as a brand ambassador on the Kopi Lain Hati brand image, which is 44.2%. Keywords : brand ambassador, brand image, kopi lain hati, muhammad jaidi, viscap model