HUBUNGAN ANTARA CELEBRITY ENDOSER DAN CITRA MEREK (Survei Tentang Iklan Shopee di Kalangan Mahasiswa Ilmu Komunikasi UMM 2015)

This research is motivated by the anxiety of people who have watched Shopee ads using the Blackpink advertisement model. A resident named Maimon Herawati made a petition addressed by KPI so that Shopee would not display her ads again using the Blackpink ad model. According to him Blackpink was not polite in the advertisement from mediocre clothing, dance movements and expressions. This study aims to determine whether or not there is a relationship between Shopee ad exposure using the Shopee ad model and Shopee brand image, and to find out how strong the relationship is. This research uses a quantitative approach with survey methods and correlational associative research types. Data collection uses a questionnaire distributed to respondents namely Communication Science students of UMM 2015. The results of the questionnaire were analyzed and calculated using the Kendal Tau correlation test to determine whether or not there was a relationship between exposure to Shopee advertisements using the Blackpink advertisement model and Shopee brand image, and how strong the relationship is. The results of this study are the Kendal Tau correlation test value of 0.341 which means that there is a relationship between the exposure of Shopee ads using the Blackpink advertisement model and the Shopee brand image, and the strength of the "low" relationship