Pengaruh Brand Ambassador Terhadap Brand Awareness Kopi Kenangan

Abstract

Companies today need to be flexible in responding to market changes. Promoting products with celebrities is a common tactic in modern advertising. The purpose of using brand ambassadors is to increase brand recognition by disseminating information to consumers. This study aims to analyze the influence of brand ambassadors on Kopi Kenangan brand awareness. Data for this study comes from a survey, which is a quantitative method. In this study, 103 Gen Z respondents, aged 17 to 25 years old, were used. They were Kopi Kenangan drinkers and had seen advertisements starring Angga Yunanda on Instagram. The correlation between brand ambassador characteristics and consumer recognition of the brand was investigated in this study. Using statistical software, a simple linear regression test was conducted on the collected data. The results showed that brand ambassador variables significantly influenced brand awareness, accounting for 64.3% of the total influence (R² = 0.643). The practical implication of this study is that companies are advised to select brand ambassadors selectively to increase brand awareness and corporate reputation. Suggestions for further research should not be limited to Gen Z respondents alone, but also include respondents with a fairly wide age range from different generations.