PENGARUH BRAND AMBASSADOR NCT DREAM TERHADAP MINAT BELI PADA MARKETPLACE SHOPEE (STUDI PADA MAHASISWA JURUSAN ILMU KOMUNIKASI UNIVERSITAS SRIWIJAYA)

AYU, SEKAR and Nomaini, Faisal and Saraswati, Erlisa (2023) PENGARUH BRAND AMBASSADOR NCT DREAM TERHADAP MINAT BELI PADA MARKETPLACE SHOPEE (STUDI PADA MAHASISWA JURUSAN ILMU KOMUNIKASI UNIVERSITAS SRIWIJAYA). Undergraduate thesis, Sriwijaya University.

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Abstract

The study entitled "The Effect of NCT Dream Brand Ambassadors on Buying Interest at the Shopee Marketplace (Studies in Communication Studies Students at Sriwijaya University) aims to determine the effect of using Brand Ambassadors as a surefire way to promote a brand. This study used a quantitative method, and data collection was in the form of questionnaires which were distributed to 69 respondents, namely students majoring in Communication Studies at Sriwijaya University who knew the NCT Dream Brand Ambassador and had used the Shopee marketplace application. The results of this study were obtained through calculations from descriptive analysis and explanatory analysis. The results show that the X variable, namely the NCT Dream Brand Ambassador, is stated to be Very Good and the Y variable, namely Purchase Intention, is stated to be Very Good. While the influence between variables is 48.9%, then the rest is based on other factors. The linear regression equation obtained in this study is Y = 21.881 + 0.703X, which means that for every 1% addition the value of the Brand Ambassador will increase by 0.703. This is positive so that the direction of the influence of variable X on variable Y is positive.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Pengaruh Brand Ambassador, Minat Beli, Marketplace Shopee
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Sekar Ayu
Date Deposited:	10 Aug 2023 01:57
Last Modified:	10 Aug 2023 01:57
URI:	http://repository.unsri.ac.id/id/eprint/126818

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