THE INFLUENCE OF USING SNOWEE INSTAGRAM ACCOUNT AS THE BRAND AMBASSADOR TOWARDS THE BRAND AWARENESS OF NESTLE PURINA PRO PLAN

Abstract

A brand ambassador is a living creature such as like human or pet that has fame or a celebrity who is used to promote, advertise, or endorse a product or a service. Snowee is a pet celebrity, one of the representative of a dog food brand, named Nestlé Purina PRO PLAN. This research is conducted to investigate the influence of Snowee instagram account as the brand ambassador towards brand awareness of Nestlé Purina PRO PLAN. This research used quantitative method with explanatory research as its type of research. The data were collected through online questionnaire that were spread via direct message on instagram to the followers of @snoweethegolden. The result has shown that Snowee instagram account as the brand ambassador influences 52.5% towards the brand awareness of Nestlé Purina PRO PLAN and the regression coefficient values obtained in this study was Y= -1.250 + 0.122X. The data were collected through questionnaires for 100 respondents and SPSS 24.0 was employed to process the data.