PENGARUH REVIEW DI TWITTER TERHADAP DAYA TARIK IKLAN DAN CITRA MEREK PRODUK ES TEH INDONESIA DI PALEMBANG

AGUSTIAR, REPLI and Mahriani, Retna and Jaya, Eko Pebryan (2023) PENGARUH REVIEW DI TWITTER TERHADAP DAYA TARIK IKLAN DAN CITRA MEREK PRODUK ES TEH INDONESIA DI PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to evaluate the influence of Twitter reviews on the attractiveness of advertisements and the brand image of Es Teh Indonesia products in Palembang. The sampling method employed is snowball sampling, resulting in 100 respondents who are students from the Faculty of Social and Political Sciences at the University of Sriwijaya. The research utilizes a quantitative method, and a causal study is employed to collect and analyze data, focusing on the cause-and-effect relationships among the research variables. The findings reveal a significant impact of Twitter reviews on the attractiveness of Es Teh Indonesia product advertisements in Palembang. This indicates that consumer reviews on the platform can influence the potential of product advertisements. Additionally, the study also identifies a significant impact of Twitter reviews on the brand image of Es Teh Indonesia products, highlighting the crucial contribution of opinions and comments on social media in shaping positive or negative perceptions of the brand. Keywords: customer attraction, brand image, Twitter reviews, Es Teh Indonesia.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	daya tarik pelanggan, citra merek, review twitter, esteh indonesia
Subjects:	H Social Sciences > H Social Sciences (General) P Language and Literature > PN Literature (General) > PN1990 Broadcasting
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Repli Agustiar
Date Deposited:	31 Jan 2024 01:56
Last Modified:	31 Jan 2024 01:56
URI:	http://repository.unsri.ac.id/id/eprint/140488

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