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UEU » Undergraduate Theses » Advertising Posted by [email protected] at 17/01/2023 15:08:40 • 1073 Views
HUBUNGAN KREDIBILITAS BRAND AMBASSADOR DAN CITRA MEREK TOKOPEDIA TERHADAP MINAT BELI PENGGEMAR BTS (ARMY)Created by :
Indah Sukmawathie ( 20180501045 )
Subject: | BRAND AMBASSADOR CITRA MEREK MINAT BELI | Alt. Subject : | BRAND AMBASSADOR BRAND IMAGE INTENTION TO BUY | Keyword: | E-commerce Kredibilitas Brand Ambassador Citra Merek Minat Beli dan Tokopedia |
Description:
Persaingan antara Tokopedia bersama kompetitornya membuat Tokopedia memperkuat komunikasi pemasaran agar menjadi preferensi marketplace nomor satu di Indonesia dengan menggunakan brand ambassador BTS dan Citra Merek. Tujuan dari penelitian ini adalah untuk mengetahui seberapa besar hubungan kredibilitas brand ambassador dan citra merek pada minat beli Tokopedia. Penelitian ini menggunakan pendekatan kuantitatif dengan mengumpulkan data melalui metode survey. Populasi penelitian merupakan penggemar BTS (ARMY) dengan menggunakan metode purposive sampling, sampel dalam penelitian ini adalah 100 orang penggemar BTS (ARMY), merupakan followers akun twitter @indomyfess dan mengetahui Tokopedia. Dari hasil analisis yang telah dilakukan menunjukan bahwa kredibilitas brand ambassador dan citra merek terhadap minat beli memiliki hubungan yang signifikan dan positif yaitu sebesar 0,755 artinya berkorelasi kuat. Hasil penelitian juga menunujukan bahwa kredibilitas brand ambassador dan citra merek memberi kontribusi sebesar 56% terhadap minat beli penggemar BTS(ARMY) dan sisanya dipengaruhi oleh faktr lain diluar kredibiliras brand ambassador dan citra merek
Contributor | : |
- Drs. Abdurrahman Jemat, MS
| Date Create | : | 17/01/2023 | Type | : | Text | Format | : | PDF | Language | : | Indonesian | Identifier | : | UEU-Undergraduate-20180501045 | Collection ID | : | 20180501045 |
Source : Undergraduate Theses of Communication
Relation Collection: Fakultas Ilmu Komunikasi
Coverage : Civitas Akademika Universitas Esa Unggul
Rights : @2023 Perpustakaan Universitas Esa Unggul
Publication URL : https://digilib.esaunggul.ac.id/hubungan-kredibilitas-brand-ambassador-dan-citra-merek-tokopedia-terhadap-minat-beli-penggemar-bts-army-27208.html
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