Pengaruh brand ambassador Hamish Daud dan iklan terhadap brand image Clear

Nur Fitri Yanti; Henni Gusfa

doi:10.24198/jmk.v6i2.34802

Pengaruh brand ambassador Hamish Daud dan iklan terhadap brand image Clear

Nur Fitri Yanti, Henni Gusfa

Abstract

Periklanan merupakan salah satu media yang sering digunakan perusahaan untuk menginformasikan, membujuk, dan mengingatkan khalayak. Iklan yang ditayangkan diharapkan mampu menimbulkan atensi dari khalayak dan dapat memberikan rasa ketertarikan dari isi pesan yang disajikan. Iklan berisi makna pesan melalui kata-kata, gambar atau ikon menarik yang diulang-ulang sehingga dapat menarik perhatian publik, dalam penayangan iklan banyak perusahaan yang menggunakan jasa selebritis sebagai bintang iklan atau ikon perusahaan untuk menyampaikan sebuah pesan maupun merepresentasikan produknya di mata konsumen serta untuk meningkatkan image brand itu sendiri. Iklan mimpi besar generasi muda melalui gerakan “Ayo! Indonesia Bisa” memobilisasi generasi milenial Indonesia dan Clear menghadirkan Clear Change Agent yang mewakili generasi muda untuk berbagi cerita inspiratif tentang mimpi besar hidupnya, salah satunya Hamish Daud. Brand image Clear berpengaruh dengan agen perubahan ini dan iklan yang tematik mimpi hidup. Tujuan penelitian ini untuk mengetahui pengaruh brand ambassador dan iklan terhadap brand image dan sikap. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Penelitian ini dilakukan pada milenial, menggunakan teknik purposive sampling dan data dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa ada pengaruh penggunaan brand ambassador Hamish Daud dan iklan Clear “Ayo! Indonesia Bisa” terhadap brand image Clear. Brand image Clear di mata pengguna produknya yaitu milenial membayangkan produk dari ambassador dengan value 39.1% dan penggunaan iklan valuenya 41,5%. Penggunaan ambassador dan iklan dalam membranding image produk dapat memengaruhi sikap milenial secara signifikan melalui keputusan partisipasi di media sosial.

Keywords

Brand ambassador; iklan; brand image; sikap; milenial

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DOI: https://doi.org/10.24198/jmk.v6i2.34802