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The Influence of JKT48 Brand Ambassador, Social Media Campaigns and Electronic Word of Mouth (E-WOM) on the Brand Image of Axioo Laptop Brand Among Generation Z

Pengaruh Brand Ambassador JKT48, Kampanye Sosial Media dan Electronic Word of Mouth (E-WOM) Terhadap Citra Merek Brand Laptop Axioo di Kalangan Generasi Z

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DOI:

https://doi.org/10.21070/ups.12336

Keywords:

Brand Ambassador, Social Media Campaign, Electronic Worth of Mouth, Brand Image

Abstract

The competition in the laptop industry in Indonesia is getting tighter, so companies need to implement effective marketing strategies to build a strong brand image. One of the strategies that are widely used is the use of brand ambassadors, social media campaigns, and communication between consumers through Electronic Word of Mouth (E-WOM). This study aims to analyze the influence of JKT48 as a brand ambassador, social media campaigns, and Electronic Word of Mouth on the Axioo brand image among Generation Z. This study uses a quantitative approach with a survey method by distributing questionnaires to respondents included in the Generation Z category. The sampling technique uses purposive sampling with the criteria of respondents who know or have seen Axioo laptop promotions on social media. The collected data were analyzed using the Python programming language on Google Colab via multiple linear regression analysis to determine the influence of each independent variable on brand image. The research results indicate that Social Media Campaigns and Electronic Word of Mouth have a positive effect on Brand Image, whereas the Brand Ambassador does not have a significant effect.

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