ABSTRACTThe impact of using influencers in a product such as a smartphone that can create stronger advertising effectiveness. This strengthens the understanding of advertising in an effort to tell stories, arouse emotions, create fantasy, and impact to provide strong visuals. This study aims to analyze the effect of VIVO brand image. By using quantitative research and processed with SPSS 25.0, the results of this study explain that brand image is partially influenced by factors such as endorser self quality, similarity, and persuasive power displayed. While factors can be trusted, expertise, physical attractiveness, popularity does not affect. Simultaneously the brand image in the VIVO device is influenced by Trustworthy factors, Expertise, Physical Attraction, Quality Appreciated, Similarity, Popularity, and Persuasive Strength.Keywords: brand image, device, endorser, influencerABSTRAKDampak dari penggunaan influencer dalam dalam suatu produk seperti gawai yang dapat menciptakan efektivitas iklan yang lebih kuat. Hal ini menguatkan pemahaman iklan dalam upaya untuk menceritakan kisah, membangkitkan emosi, menciptakan fantasi, dan dampak memberikan visual yang kuat. Penelitian ini bertujuan untuk menganalisis pengaruh citra merek gawai VIVO. Dengan menggunakan penelitian kuantitatif dan diolah dengan SPSS 25.0 hasil penelitian ini menjelaskan citra merek secara parsial dipengaruhi oleh faktor-faktor seperti kualitas diri endorser, kesamaan, dan kekuatan persuasif yang ditampilkan. Sedangkan faktor-faktor dapat dipercaya, keahlian, daya tarik fisik, popularitas tidak berpengaruhi. Secara simultan citra merek pada gawai VIVO dipengaruhi oleh faktor-faktor Dapat Dipercaya, Keahlian, Daya Tarik Fisik, Kualitas Dihargai, Kesamaan, Popularitas, dan Kekuatan Persuasif.Kata kunci: citra merek, gawai, endorser, influencer
| Published by | Universitas Bunda Mulia |
| Journal Name | Bricolage : Jurnal Magister Ilmu Komunikasi |
| Contact Phone | - |
| Contact Name | Dr. Rustono Farady Marta, S.Sos., M.Med.Kom |
| Contact Email | rustonofarady@gmail.com |
| Location | Kota tangerang, Banten INDONESIA |
| Website | bricolage| https://journal.ubm.ac.id/index.php/bricolage| |
| ISSN | ISSN : 25020935, EISSN : 26156423, DOI : -, |
| Core Subject | Humanities, Education, Art, Social, |
| Meta Subject | Arts, Humanities, Languange, Linguistic, Communication & Media, Social Sciences, |
| Meta Desc | Jurnal Magister Ilmu Komunikasi is an academic journal published twice annually (June-December) by Department of Communication in Master Degree of Universitas Bunda Mulia. This journal publishes original researches in multi concepts, theories, perspectives, paradigms and methodologies on postmodernism in communications studies perspective. Focus of Bricolage : Jurnal Magister Ilmu Komunikasi is posmodernism in communication studies perspective and the scope of journal (but not limited to) are: (1) Corporate Communication; (2) Marketing & Tourism Communication; (3) Media Studies; (4) Cultural Studies; (5) Feminism Studies; and (6) Philosophy of Communication. |
| Penulis | Fensi, Fabianus , Christian, Michael |
| Publisher Article | Universitas Bunda Mulia |
| Subtitle Article | Bricolage : Jurnal Magister Ilmu Komunikasi Vol 4, No 02 (2018): Accredited by Kemenristekdikti RI SK No. 28/E/KPT/2019 |
| Scholar Google | http://scholar.google.com/scholar?q=%2Bintitle%3A&… |
| View Article | https://journal.ubm.ac.id/inde… |
| DOI | https://doi.org/10.30813/bricolage.… |
| DOI Number | DOI: 10.30813/bricolage.v4i02.1659 |
| Download Article [1] | https://journal.ubm.ac.id/index.php/bric… |
| Download Article [2] | http://download.garuda.ristekdikti.go.id… |
Informasi yang terkait dengan DETERMINAN CITRA MEREK PADA IKLAN PRODUK GAWAI “VIVO†BERDASARKAN ASPEK “CELEBRITY ENDORSERâ€
Determinan Determinan kesehatan Matriks Jacobi Determinan sosial kesehatan