PENGARUH BRAND AMBASSADOR RACHEL VENNYA DAN TERPAAN INSTAGRAM AKUN @ERIGOSTORE TERHADAP BRAND IMAGE ERIGO

Abstract

Elen Kusumaningrum. 106118007. THE EFFECT OF RACHEL VEN'S AMBASSADOR BRAND AND @ERIGOSTORE ACCOUNT INSTAGRAM EXPOSURE ON ERIGO'S BRAND IMAGE. Erigostore is a local fashion brand that is sold freely in Indonesia. This study aims to determine the influence of brand ambassadors and Instagram exposure in shaping the brand image of Erigostore in society and to measure the analysis of both variables. This research uses quantitative research methods using Association theory in marketing communication efforts. The results showed that Rachel Vennya's brand ambassador and Instagram account exposure @Erigostore significantly affected the formation of Erigo's brand image. Keywords : Association Theory, Brand Image, Brand Ambassador, Instagram Exposure, Marketing Communication