A brand ambassador is one of the strategies in the form of communication to improve the company's brand image. Consumers can decide on a good product or service based on the person who gives them influence. Therefore brand image is a form of status and personality of a product that is different from other brands. Brand image aims to benefit consumers who use and recognize the brand, not only for the benefit of the company. This study aims to determine how much influence the brand ambassador of NCT 127 has on the Brand Image of Nature Republic. This research uses a descriptive quantitative method. The sampling technique in this study used non-probability sampling with a purposive sampling type on 100 respondents who are followers of Instagram @naturerepublic.id who know NCT 127 as the Brand Ambassador of Nature Republic. This study has a simple linear regression model Y = 11.692 + 0.615 X. The regression coefficient of the regression variable (brand ambassador) positively influences brand image and will have the same increase of 0.615. The results of the correlation analysis showed that there was a relationship of 0.447. This research proves that H0 is rejected and H1 is accepted. The results showed that the influence of the NCT 127 brand ambassador on the Nature Republic Brand Image with a value of 19.9%, while the remaining 80.1% was influenced by other variables not discussed in this study.
Keywords : Brand Ambassador, Brand Image.