Pengaruh Penggunaan Laudya Cynthia Bella Sebagai Brand Ambassador Terhadap Brand Image Pakaian Muslim Zoya (Studi Kasus: Komunitas Hijabers Kota Sukabumi)

Abstrak

The purpose of this study was to test the hypothesis. This study hypothesizes that using Laudya Chintya Bella as a brand ambassador affects the brand image of Zoya Muslim Clothing Products in the Hijabers community in Sukabumi City. The method used in this research is quantitative with a type of explanatory survey research with descriptive and verification. In this case, the researcher intends to describe and explain the effect of using Laudya Chintya Bella as a brand ambassador on the brand image of Zoya's Muslim clothing products. The population studied in this study is the hijabs community in Sukabumi City. of the research results found. The perception of the people who are members of the Sukabumi City Hijabers community towards Laudya Chintya Bella as the Brand Ambassador for Zoya products is categorized as quite good. The perception of the people who are members of the Sukabumi City Hijabers community towards the brand image of Zoya products is quite good. Using Laudya Chintya Bella as Brand Ambassador for Zoya's products contributed to the brand image of Zoya's Muslim clothing products in he Hijabers community of Sukabumi City by 39.9%. In comparison, the other 60.1% was contributed by other variables not examined.