PENGARUH BRAND AMBASSADOR DENNY SUMARGO TERHADAP BRAND AWARENESS HYDRO COCO

Abstract

This research is motivated by the company's need to be responsive to market changes in order to identify opportunities and avoid losses. One effective marketing strategy is the use of a brand ambassador, who can enhance brand awareness through celebrities with good reputations. The study employs the Stimulus Organism Response (S-O-R) theory, which explains that celebrities as brand ambassadors (stimulus) conveying product information or messages to the audience (organism) can influence the audience's perception of the product (response). The aim of this research is to determine and analyze the extent to which celebrities as brand ambassadors influence product brand awareness among followers. The research method used is quantitative, utilizing a questionnaire. Item correlations were measured using a Likert Scale and calculated with Cronbach’s Alpha. The research sample, involving 100 respondents who are Instagram followers, was determined using the Slovin's formula with purposive sampling technique. The study includes validity tests, reliability tests, normality tests, linierity tests, simple regression analysis, t-tests, and analysis of coefficient of determination processed using (SPSS) Statistical Product and Service Solutions version 25. The research findings indicate a positive and significant influence of celebrities as brand ambassadors on product brand awareness among followers by 22.7%, while the remaining 77.3% is influenced by other variables not included in this study's model.