The Role of Models in Advertising

Oct 13, 2025 by wbrum.org 125 views

The Effect of Komeng Personality on the Formation of Brand Image in Yamaha Motorcycle Advertising (Case Study on USU Economic S1 Students)

Introduction

In the world of advertising, the use of public figures has become a common practice to capture the attention of potential customers. Yamaha motorcycle advertisements, in particular, have been using the charismatic figure of Komeng to promote their brand. This study aims to explore the impact of Komeng's personality on the perception of USU Economic S1 students towards the Yamaha brand image. By examining the three dimensions of Komeng's personality - physical attractiveness, credibility, and expertise - this study seeks to understand how his personality influences the formation of the Yamaha brand image.

The Role of Models in Advertising

The model in advertising is not just a "face" that attracts attention; they play a crucial role in building emotional relationships between brands and consumers. The personality of the model, like Komeng, can evoke positive values such as pleasure, excitement, and trust in the advertised brand. Komeng's humor, in particular, has been widely recognized as a key factor in his appeal. By analyzing the impact of Komeng's personality on the Yamaha brand image, this study aims to provide insights into the effectiveness of model selection in advertising.

Deeper Analysis

This study reveals that Komeng's personality, particularly his humor, can strengthen the Yamaha brand image as a product that is fun, dynamic, and easily accessible. Although focusing on three-dimensional personality, this research opens opportunities for further analysis, such as the influence of speech style, humor characteristics, and how it is associated with consumer perceptions of Yamaha products. By exploring these aspects, this study aims to provide a more comprehensive understanding of the impact of Komeng's personality on the Yamaha brand image.

The Dimensions of Komeng's Personality

This study focuses on three dimensions of Komeng's personality that are considered to be influential: physical attractiveness, credibility, and expertise. Physical attractiveness refers to the model's physical appearance, which can evoke positive emotions and associations in consumers. Credibility, on the other hand, refers to the model's trustworthiness and expertise, which can establish a sense of authority and reliability. Expertise, finally, refers to the model's knowledge and skills, which can demonstrate the product's quality and effectiveness.

The Results of the Study

The results of this study show that the majority of respondents agreed that Komeng's personality, especially in the three dimensions, contributed to the formation of the Yamaha brand image. This suggests that the model selection strategy in advertising has a significant influence on consumer perceptions of the brand. The study also reveals that Komeng's personality, particularly his humor, can evoke positive emotions and associations in consumers, which can strengthen the Yamaha brand image.

Recommendations for Yamaha Motor Indonesia

This research provides important recommendations for Yamaha Motor Indonesia in determining marketing strategies and selecting advertising models in the future. For example, a deeper understanding of consumer perceptions of various modeling dimensions of the model personality can be maximized to build advertising campaigns that are more effective and relevant to target consumers. By considering the impact of Komeng's personality on the Yamaha brand image, Yamaha Motor Indonesia can develop more effective marketing strategies that resonate with their target audience.

Conclusion

This study proves that the personality of Komeng, especially physical attraction, credibility, and expertise, has a significant influence on the image of the Yamaha brand in the eyes of USU Economic S1 students. These results provide an important perspective for Yamaha Motor Indonesia in understanding the effect of model selection on the effectiveness of advertising campaigns and the formation of brand image in the future. By considering the impact of Komeng's personality on the Yamaha brand image, Yamaha Motor Indonesia can develop more effective marketing strategies that resonate with their target audience.

Limitations of the Study

This study has several limitations that should be acknowledged. Firstly, the study only focuses on USU Economic S1 students, which may not be representative of the broader population. Secondly, the study only examines three dimensions of Komeng's personality, which may not capture the full complexity of his personality. Finally, the study only analyzes the impact of Komeng's personality on the Yamaha brand image, which may not be applicable to other brands or advertising campaigns.

Future Research Directions

This study opens opportunities for further research in several areas. Firstly, future studies can explore the impact of other models' personalities on the formation of brand image. Secondly, future studies can examine the influence of speech style, humor characteristics, and other aspects of the model's personality on consumer perceptions of the brand. Finally, future studies can analyze the impact of model selection on the effectiveness of advertising campaigns in different contexts and cultures.

References

[List of references cited in the study]

Appendix

[Appendix materials, such as additional tables, figures, and data]

Abstract

This study examines the impact of Komeng's personality on the perception of USU Economic S1 students towards the Yamaha brand image. By analyzing the three dimensions of Komeng's personality - physical attractiveness, credibility, and expertise - this study seeks to understand how his personality influences the formation of the Yamaha brand image. The results show that Komeng's personality, particularly his humor, can strengthen the Yamaha brand image as a product that is fun, dynamic, and easily accessible. This study provides important recommendations for Yamaha Motor Indonesia in determining marketing strategies and selecting advertising models in the future.
Q&A: The Effect of Komeng Personality on the Formation of Brand Image in Yamaha Motorcycle Advertising

Q: What is the main focus of this study?

A: The main focus of this study is to examine the impact of Komeng's personality on the perception of USU Economic S1 students towards the Yamaha brand image.

Q: What are the three dimensions of Komeng's personality that are considered to be influential?

A: The three dimensions of Komeng's personality that are considered to be influential are physical attractiveness, credibility, and expertise.

Q: How does Komeng's physical attractiveness influence the formation of the Yamaha brand image?

A: Komeng's physical attractiveness can evoke positive emotions and associations in consumers, which can strengthen the Yamaha brand image as a product that is fun, dynamic, and easily accessible.

Q: What is the role of credibility in the formation of the Yamaha brand image?

A: Credibility refers to the model's trustworthiness and expertise, which can establish a sense of authority and reliability. This can demonstrate the product's quality and effectiveness, which can strengthen the Yamaha brand image.

Q: How does Komeng's expertise influence the formation of the Yamaha brand image?

A: Komeng's expertise can demonstrate the product's quality and effectiveness, which can strengthen the Yamaha brand image. This can also establish a sense of authority and reliability, which can increase consumer trust in the brand.

Q: What are the implications of this study for Yamaha Motor Indonesia?

A: This study provides important recommendations for Yamaha Motor Indonesia in determining marketing strategies and selecting advertising models in the future. By considering the impact of Komeng's personality on the Yamaha brand image, Yamaha Motor Indonesia can develop more effective marketing strategies that resonate with their target audience.

Q: What are the limitations of this study?

A: This study has several limitations that should be acknowledged. Firstly, the study only focuses on USU Economic S1 students, which may not be representative of the broader population. Secondly, the study only examines three dimensions of Komeng's personality, which may not capture the full complexity of his personality. Finally, the study only analyzes the impact of Komeng's personality on the Yamaha brand image, which may not be applicable to other brands or advertising campaigns.

Q: What are the future research directions for this study?

A: This study opens opportunities for further research in several areas. Firstly, future studies can explore the impact of other models' personalities on the formation of brand image. Secondly, future studies can examine the influence of speech style, humor characteristics, and other aspects of the model's personality on consumer perceptions of the brand. Finally, future studies can analyze the impact of model selection on the effectiveness of advertising campaigns in different contexts and cultures.

Q: What are the key takeaways from this study?

A: The key takeaways from this study are that Komeng's personality, particularly his humor, can strengthen the Yamaha brand image as a product that is fun, dynamic, and easily accessible. This study also highlights the importance of considering the impact of model selection on the effectiveness of advertising campaigns and the formation of brand image.

Q: What are the implications of this study for the advertising industry?

A: This study has implications for the advertising industry in terms of the importance of considering the impact of model selection on the effectiveness of advertising campaigns and the formation of brand image. By selecting models that resonate with their target audience, advertisers can develop more effective marketing strategies that increase consumer engagement and loyalty.

Q: What are the future applications of this study?

A: The future applications of this study include the development of more effective marketing strategies that consider the impact of model selection on the effectiveness of advertising campaigns and the formation of brand image. This study can also be applied to other brands and advertising campaigns to understand the impact of model selection on consumer perceptions of the brand.