PERSEPSI KONSUMEN KOPI LAIN HATI TERHADAP PENGGUNAAN BRAND AMBASSADOR NON-CELEBRITY MUHAMMAD “PAK MUH” JAIDI

Safitri, Ayu (2024) PERSEPSI KONSUMEN KOPI LAIN HATI TERHADAP PENGGUNAAN BRAND AMBASSADOR NON-CELEBRITY MUHAMMAD “PAK MUH” JAIDI. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Nowadays, non-celebrity brand ambassadors are widely used by companies as one of the marketing strategies to attract the public. This is also implemented by one of the coffee brands, namely Kopi Lain Hati, which uses Muhammad Jaidi as its brand ambassador. This study aims to determine how Kopi Lain Hati consumers perceive the use of non-celebrity brand ambassador Muhammad “Pak Muh” Jaidi as a brand ambassador. This research was studied using the theory of consumer behavior and consumer perception as well as the concept of brand ambassador. This research uses qualitative method with a case study approach. To collect data, the author conducted interviews as primary data, documentation and literature review as secondary data, and non-partisan observation. This research found that the use of Pak Muh as a brand ambassador is quite effective in reaching its target market so that consumers of Kopi Lain Hati are interested in buying and consuming Kopi Lain Hati products. This can happen because Mr. Muh has some of the attributes of a brand ambassador.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Non-Celebrity Brand Ambassador, Consumer Perception, Consumer Behavior, Kopi Lain Hati
Subjects:	Marketing > Branding (Marketing) Communication Science > Marketing Communications Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Ayu Safitri
Date Deposited:	17 Sep 2024 01:54
Last Modified:	17 Sep 2024 01:54
URI:	https://repository.bakrie.ac.id/id/eprint/10892

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