Relation of Isyana Sarasvati’s Credibility as Brand Ambassador and Tokopedia’s Brand image

Abstract

With the competition between each other, in companies in the field of e-commerce is required to be more creative in finding his ideas in marketing or convey a message to prospective buyers, in order to compete in meeting the needs of the market that is being prospective buyers. In addition to seeing how the form of marketing, prospective buyers also see the quality and price offered on each product or service. For example Tokopedia, an e-commerce company that in marketing to prospective buyers using the help of brand ambassador that has been widely known to the public Isyana Sarasvati is a talented singer and songwriter, and can be said far from negative news and have a good image. Brand ambassador is then a perpetrator between the prospective buyer with the company, because the prospective buyer of course more trust in a public figure or public influencer using the services of companies that marketed. The purpose of this study is to know the relationship between expertise (expertness), attraction (attractiveness), and power (power) Isyana Sarasvati as brand ambassador with Tokopedia brand image among Unik Fikom Unisba students 2013. The method used in this research is quantitative method With correlational Approach Data research results research questionnaires are disseminated among Unikba Fikom Students Class of 2013 who pass the statistics with the application SPSS 20.0 and literature study. As the result of this study between expertise or X1 with brand image or Y of 0.825 is between the Guilford Criteria> 0.70 - 0.90 which shows a strong relationship. Then the attraction relationship (X2) with Brand image or Y of 0.850 is between the Guildford Criteria> 0.70 - 0.90 indicating a strong relationship. Then the power or X3 relationship with brand image or Y of 0.873 lies between the Guildford Criteria> 0.70 - 0.90 which shows a strong relationship.