THE INFLUENCE OF BRAND AMBASSADOR TOWARD BRAND IMAGE OF WARDAH COSMETIC AMONG PRESIDENT UNIVERSITY STUDENT

Abstract

At first, a brand was not considered as an important aspect for consumers when choosing an item to fulfill their needs. But as the time goes by, a brand is important because it reflects the character of the consumer. To give the image towards the brand, there are many strategies that can be done, one of them is using a brand ambassador. This research attempted to investigate the influence of a brand ambassador toward brand image of Wardah Cosmetic (as the first halal cosmetic in Indonesia) among President University Student. The method used in this research is quantitative method by conducting online survey and collecting responses from 102 President University Student. This research concludes that a brand ambassador has a significant influence on brand image and there is simultaneous influence between all the independent variable and dependent variable. The results of this research show the influence of a brand ambassador toward brand image is 71.8%