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UEU » Undergraduate Theses » Advertising
Posted by [email protected] at 11/06/2024 10:31:44  •  54 Views


PENGARUH DAYA TARIK TAGLINE BORN TO BE LOVED TERHADAP BRAND IMAGE EMINA DI INSTAGRAM @EMINACOSMETICS

Created by :
Kadek Dinda Suganda ( 20190501068 )



SubjectDAYA TARIK
TAGLINE BORN TO BE LOVED
BRAND IMAGEINSTAGRAM
Alt. Subject DAYA TARIK
TAGLINE LAHIR UNTUK DICINTAI
INSTAGRAM GAMBAR MEREK
KeywordTagline
copywriting
Citra Merk
Merk Lokal

Description:

Pesatnya pertumbuhan industri kosmetik menyebabkan peningkatan persaingan antar brand kecantikan. Dibutuhkan ciri khas dan karakter khusus dari masing brand untuk menghasilkan Brand Image yang baik, yang kemudian bisa membantu brand untuk tetap eksis industri kosmetik. Emina Cosmetics sebagai salah satu brand kosmetik lokal terlaris di Indonesia menggunakan tagline �Born To Be Loved� dalam menyampaikan pesan terkait produknya untuk menarik minat khalayak, yang kemudian pesan tersebut turut andil dalam membentuk Brand Image Emina. Penelitian ini dilakukan dalam upaya mengukur sejauh mana pengaruh daya tarik tagline �Born To Be Loved� terhadap Brand Image Emina. Teori yang digunakan pada penelitian ini adalah teori Elaboration Likelihood Model (ELM), dengan pendekatan kuantitatif dengan metode survey yang disebar kepada 100 followers Instagram @eminacosmetics. Penelitian ini menggunakan analisis data deskriptif dengan hasil variabel X (Daya Tarik Tagline �Born To Be Loved�) sebesar 89.2% Hasil analisis deskriptif (Brand Image Emina) sebesar 89.9%. Hasil uji hipotesis dan uji regresi linear sederhana pada penelitian ini memiliki nilai t hitung = 9.779 dengan nilai signifikansi 0,00 < 0,05. Sehingga Ho ditolak dan Ha diterima dimana terdapat pengaruh Daya Tarik Tagline �Born To Be Loved� (X) dengan Brand Image Emina (Y). Uji Koefisien Korelasi memiliki nilai 703** dan hasil uji Koefisien Determinasi memiliki nilai 49,4%

Contributor:
  1. MUH. RUSLAN RAMLI, S.Sos., M.Si., Ph.D
Date Create:11/06/2024
Type:Text
Format:PDF
Language:Indonesian
Identifier:UEU-Undergraduate-20190501068
Collection ID:20190501068


Source :
Undergraduate Theses of Advertising

Relation Collection:
Fakultas Ilmu Komunikasi

Coverage :
Civitas Akademika Universitas Esa Unggul

Rights :
@2024 Perpustakaan Universitas Esa Unggul


Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-daya-tarik-tagline-born-to-be-loved-terhadap-brand-image-emina-di-instagram-eminacosmetics-34148.html




[ Free Download - Free for All ]

  1.  UEU-Undergraduate-34148-COVER.Image.Marked.pdf - 332 KB
  2.  UEU-Undergraduate-34148-HALAMAN PENGESAHAN.Image.Marked.pdf - 292 KB
  3.  UEU-Undergraduate-34148-HALAMAN PERSETUJUAN.Image.Marked.pdf - 280 KB
  4.  UEU-Undergraduate-34148-HALAMAN PERSETUJUAN PUBLIK.Image.Marked.pdf - 320 KB
  5.  UEU-Undergraduate-34148-HALAMAN KEASLIAN.Image.Marked.pdf - 284 KB
  6.  UEU-Undergraduate-34148-ABSTRAK.Image.Marked.pdf - 366 KB
  7.  UEU-Undergraduate-34148-KATA PENGANTAR.Image.Marked.pdf - 380 KB
  8.  UEU-Undergraduate-34148-DAFTAR ISI.Image.Marked.pdf - 603 KB
  9.  UEU-Undergraduate-34148-DAFTAR PUSTAKA.Image.Marked.pdf - 400 KB
  10.  UEU-Undergraduate-34148-LAMPIRAN.Image.Marked.pdf - 366 KB
  11.  UEU-Undergraduate-34148-BAB1.Image.Marked.pdf - 520 KB

[ FullText Content - Please, register first ]

  1. UEU-Undergraduate-34148-BAB2.Image.Marked.pdf - 455 KB
  2. UEU-Undergraduate-34148-BAB3.Image.Marked.pdf - 799 KB
  3. UEU-Undergraduate-34148-BAB4.Image.Marked.pdf - 911 KB
  4. UEU-Undergraduate-34148-BAB5.Image.Marked.pdf - 470 KB
  5. UEU-Undergraduate-34148-BAB6.Image.Marked.pdf - 369 KB

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Citra , Citra Merk , Lokal , Merk , Merk Lokal , Tagline , copywriting



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