THE INFLUENCE OF ACTUAL SELF-CONGRUITY, IDEAL SELF-CONGRUITY AND VIRTUAL INTERACTIVITY ON FADIL JAIDI'S BRAND IMAGE AS A GRAB ENDORSER

Authors

  • Manghesti Wahyu Jati Pamukti Universitas Sarjanawiyata
  • Ambar Lukitaningsih University of Sarjanawiyata Tamansiswa image/svg+xml
  • Nonik Kusuma Ningrum University of Sarjanawiyata Tamansiswa image/svg+xml

DOI:

https://doi.org/10.31000/dmj.v7i2.7841

Abstract

Penelitian ini bertujuan untuk menguji apakah kesesuaian diri yang sebenarnya, kesesuaian diri yang ideal, dan interaksi virtual berpengaruh terhadap citra merek. Populasi dalam penelitian ini adalah pengguna aplikasi jasa transportasi online Grab. Sampel diambil dari pengguna aktif instagram yang mengikuti akun selebgram Fadil Jaidi. Metode pengambilan sampel menggunakan teknik non probability sampling dengan metode purposive sampling. Data diperoleh dari penyebaran kuesioner melalui Google Form sebanyak 71 responden. Data dianalisis dengan menggunakan software IBM SPSS versi 25. Hasil penelitian menunjukkan bahwa variabel kecocokan diri yang sebenarnya, kecocokan diri yang ideal, dan interaksi virtual secara simultan berpengaruh signifikan terhadap citra merek.

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Published

2023-06-14

Issue

Vol. 7 No. 2 (2023): April

Section

Articles

License

The author submits the manuscript with the understanding that if it is accepted for publication, the copyright of the article will be granted to the Dynamic Management Journal (DMJ), Management Study Program, Faculty of Economics and Business, University Of Muhammadiyah Tangerang, Indonesia as the publisher of the journal

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