Pengaruh Brand Ambassador Lee Min-Ho terhadap Brand Awareness E-Commerce Lazada (Survei pada Pengikut Instagram @lazada_id)

Abstract

The phenomenon of using actors and bands from South Korea as brand ambassadors is often busy being applied by many companies, one of which is a company in the e-commerce field, including the e-commerce company Lazada which uses Lee Min-Ho's brand ambassador. One of the goals in using a brand ambassador is to build brand awareness. So from the phenomenon that occurs, researchers want to find out the influence and how much influence Lee Min-Ho's brand ambassador has on Lazada's e-commerce brand awareness. The theory used in this research is the Viscap Model Theory with a positivism approach, a quantitative approach and an explanatory survey. The data was taken through distributing questionnaires to Instagram followers @lazada_id The results of this study Lee Min-Ho's brand ambassador has a positive influence of 0.590 on Lazada's e-commerce brand awareness. In addition, the big influence given by brand ambassador Lee Min-Ho is 34.8% on Lazada's e-commerce brand awareness.