THE INFLUENCE OF BRAND AMBASSADOR USAGE TOWARD BRAND IMAGE OF OPPO

Abstract

With the development of technology, the need for sophisticated devices enhances the communication process in
the era of globalization and demands changes in the way marketing and communications management is practised
by individual companies, such as brand ambassadors. A company that pays attention to the use of brand
ambassador in their marketing activity is Oppo. Whereabouts Oppo can compete in the world and penetrate to
Indonesia’s market. The purpose of this study is to identify whether there is an influence of brand ambassador's
use on Oppo brand image. Moreover, the secondary aim of this research is to find out which factors are most
influential from Brand Ambassador to brand image of Oppo, and the third is to identify consumer perception of
Oppo brand image. Variables that use in this research are brand ambassador and brand image. In this case, data
collected by online questionnaires to 384 respondents to users of Oppo. Data analysis was performed using
multiple regression analysis and ANOVA using SPSS version 22. The result of this study showed that consumer
perception of the brand ambassador has a significant effect on brand image of Oppo. With two of the four
indicators: attractiveness and power are not significantly influential.