PENGARUH BRAND AMBASSADOR EXO TERHADAP BRAND IMAGE SCARLETT PADA KALANGAN PENGGEMAR EXO (EXO-L) DI JAKARTA SELATAN

Abstract

This research was conducted to find out how brand ambassadors influence the Scarlett Whitening brand image. Brand ambassador is someone who has a big role and can be trusted to represent certain products, one of which is in shaping a positive image of a product. There are many ways that can be done to create a positive image of a product so that it is well known by the public. The selection of brand ambassadors can also be done in various ways, one of which is by following the current trend. Currently the Korean Wave trend is booming or widely followed in various countries globally, one of which is in Indonesia. Based on this, researchers are interested in conducting research on the influence of brand ambassadors on brand image. This study aims to determine whether the EXO Brand Ambassador affects the brand image of scarlett whitening products. This study uses quantitative methods using non-probability sampling techniques with purposive sampling type. The sample used in this study were 70 respondents with certain criteria, namely Fans (EXO-L) who know EXO as Scarlett Brand Ambassador and are consumers of Scarlett Products after EXO became the brand ambassador of the product (age 16-25 years). Based on the test results conducted, the results show that this study shows a significant influence between brand ambassadors on brand image.