PENGARUH IKLAN MELALUI MEDIA SOSIAL YOUTUBE TERHADAP BRAND AWARENESS APLIKASI BELANJA ONLINE SHOPEE (STUDI KASUS MAHASISWA UNIVERSITAS SRIWIJAYA KAMPUS INDRALAYA)

YUWONO, AGUNG and Nazaruddin, H. A and Nailis, Welly (2018) PENGARUH IKLAN MELALUI MEDIA SOSIAL YOUTUBE TERHADAP BRAND AWARENESS APLIKASI BELANJA ONLINE SHOPEE (STUDI KASUS MAHASISWA UNIVERSITAS SRIWIJAYA KAMPUS INDRALAYA). Undergraduate thesis, Sriwijaya University.

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Abstract

This research was conducted to analyze the influence of advertisement through Youtube social media towards brand awareness of Shopee online shopping application at Sriwijaya University Student of Indralaya Campus. This study uses primary data obtained through questionnaires, samples taken as many as 100 respondents using the method of Perposive Sampling. The analysis technique which used is Multiple Regression, Determination Coefficient Test (R2) and T Test. The result of F test shows significant value 0.000 which means independent variable in this research which consist of Ad Theme, Ad Format, Ad Source and Ad Message have positive and simultaneously significant influence to the establishment of Brand Awareness of Shopee Online Shopping Application. This research also shows that partially variable of Ad Form and Ad Sources has no effect while Ad Theme and Ad Message variable partially influence to the establishment of Brand Awareness of Shopee Online Shopping Application to Sriwijaya University Student of Indralaya Campus.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Ad Themes, Ad Formats, Ad Sources, Ad Messages, Brand Awareness
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: 01-Faculty of Economics > 61201-Management (S1)
Depositing User: Mrs Furika Furika
Date Deposited: 18 Jul 2019 07:17
Last Modified: 12 Aug 2019 03:56
URI: http://repository.unsri.ac.id/id/eprint/295

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