PENGARUH TRUSTWORTHINESS, ATTRACTIVENESS, DAN RESPECT CHA EUN WOO SEBAGAI BRAND AMBASSADOR TERHADAP BRAND IMAGE PRODUK MS GLOW = THE INFLUENCE OF TRUSTWORTHINESS, ATTRACTIVENESS, ANDRESPECT OF CHA EUN WOO AS A BRAND AMBASSADORON THE BRAND IMAGE OF MS GLOW PRODUCTS

Penelitian ini bertujuan untuk mengetahui pengaruh Trustworthiness, Attractiveness, dan Respect Cha Eun Woo sebagai Brand Ambassador terhadap Brand Image Produk Ms Glow. Teknik pengambilan sampel yang digunakan dalam penelitian ini yaitu dengan metode purposive sampling dengan jumlah sampel sebanyak 100 responden melalu penyebaran kuesioner di Fakultas Ekonomi dan Bisnis Universitas Hasanuddin. Berdasarkan hasil uji analisis yang telah dilakukakan melalui alat uji SPSS V.29 diketahui bahwa secara parsial Truthwothiness, Attractiveness, dan Respect berpengaruh positif dan signifikan terhadap Brand Image serta secara simultan ketiga variabel indepeden yaitu Truthwothiness, Attractiveness, dan Respect berpengaruh secara signifikan terhadap Brand Image.

This study aims to determine the effect of Trustworthiness, Attractiveness, and Respect of Cha Eun Woo as a Brand Ambassador on the Brand Image of Ms Glow's products. The sampling technique used in this study was purposive sampling method with a total sample of 100 respondents through questionnaires at the Faculty of Economics and Business, Hasanuddin University. Based on the results of the analysis tests that have been carried out through the SPSS V.29 test tool, it is known that partially Trustworthiness, Attractiveness, and Respect have a positive and significant effect on Brand Image and simultaneously the three independent variables namely Trustworthiness, Attractiveness, and Respect have a significant effect on Brand Image.