THE INFLUENCE OF BRAND AMBASSADOR CREDIBILITY ON BRAND IMAGE (CASE STUDY ON BRAND AMBASSADOR MIE SEDAAP KOREAN SPICY CHICKEN KOREAN ACTOR CHOI SIWON)

Abstract

Instant noodles are a food product that is easy to make and find. PT Wings Food Indonesia is a company from Mie Sedaap that follows the market trend in great demand by Generation Z. Indonesia has the second most K-Pop fans in the world after South Korea. Seeing the many levels of K-Pop fans in Indonesia, PT Wings Food Indonesia released the latest Korean-style Mie Sedaap variant. It appointed an actor from South Korea known for his reputation and positive influence named Choi Siwon as the Brand Ambassador for his newest product, Mie Sedaap Korean Spicy Chicken. The purpose of this study was to determine the influence of the credibility of Choi Siwon as a Brand Ambassador on the Brand Image of Mie Sedaap Korean Spicy Chicken. The theory applied in this test is communication, source credibility, Brand Ambassador, and Brand Image. The research population is unlimited, namely generation Z, who consumed Mie Sedaap. This research utilizes a quantitative approach with a survey method, and then data is collected through a questionnaire to 95 respondents as a sample. The results showed that the credibility of Choi Siwon as a Brand Ambassador influenced the Brand Image of Mie Sedaap Korean Spicy Chicken products by 71.8%. The visibility dimension has the most influence on the X variable. Meanwhile, the brand uniqueness dimension affected the most on Y variable