Pengaruh Brand Ambassador Aktor Korea Terhadap Brand Image Produk Scarlett (Studi Kasus Mahasiswa Universitas Tidar): Studi Kasus Mahasiswa Universitas Tidar

Marketing strategy involving brand ambassadors is one way for companies to improve their brand image. This research was conducted to analyze how influential the brand ambassador was on the brand image of Scarlett products for Tidar University students. This research is a type of quantitative research with multiple linear regression analysis, normality test, correlation analysis, coefficient of determination, and hypothesis testing (t-test). The population in this study were Tidar University students with a total sample of 50 respondents. The sample was determined using a non-probability sampling technique, the type of purposive sampling. The data were analyzed using the SPSS 26 application. From the results of hypothesis testing, it was found that only the power indicator affected the brand image (t-value 2,943 > t-table 2,228). Meanwhile, indicators of visibility (t-value -500 < t-table 2,228), credibility (t-value 1,717 < t-table 2,228), and attraction (t-value -1,099 < t-table 2,228) do not affect brand image. The analysis of the coefficient of determination showed the results of 0.380 Strategi marketing dengan melibatkan brand ambassador merupakan salah satu cara bagi perusahaan dalam meningkatkan brand image. Penelitian ini dilaksanakan guna menganalisis seberapa berpengaruhya brand ambassador terhadap brand image produk scarlett pada mahasiswa Universitas Tidar. Penelitian ini merupakan jenis penelitian kuantitatif dengan analisis regresi linier berganda, uji normalitas, analisis korelasi, koefisien determinasi dan uji hipotesis (uji t). Populasi dalam penelitian ini merupakan mahasiswa Universitas Tidar dengan jumlah sampel sebanyak 50 responden. Sampel ditentukan menggunakan teknik non-probability sampling jenis purposive sampling. Data dianalisis menggunakan aplikasi SPSS 26. Dari hasil uji hipotesis ditemukan bahwa hanya indikator power saja yang berpengaruh terhadap brand image ( thitung 2,943 > ttabel 2,228). Sedangkan indikator visibility (thitung -500 < ttabel 2,228), credibility (thitung 1,717 < ttabel 2,228) dan attraction (thitung -1,099 < ttabel 2,228) tidak memiliki pengaruh terhadap brand image. Pada  analisis koefisien determinasi menunjukkan hasil sebesar 0,380. &nbsp