ANALISIS DAMPAK BAURAN PROMOSI TERHADAP KESADARAN MEREK PADA APLIKASI BELANJA ONLINE TOKOPEDIA (STUDI KASUS MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA KAMPUS PALEMBANG)

HIDAYAT, RAFLY and Wahab, Zakaria and Maulana, Ahmad (2021) ANALISIS DAMPAK BAURAN PROMOSI TERHADAP KESADARAN MEREK PADA APLIKASI BELANJA ONLINE TOKOPEDIA (STUDI KASUS MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA KAMPUS PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

The purpose of this study is to see how much of a role Tokopedia's promotional mix plays in the formation of Tokopedia's brand awareness among students at the Faculty of Economics, Sriwijaya University, Palembang Campus, and which variables from Tokopedia's advertising, sales promotion, and public relations and publicity are most influential in forming Tokopedia's brand awareness. The strategy employed in this study to collect data was to provide a collection of questions or written comments to respondents via a questionnaire with aordinal scale. The effect of the independent variable on the dependent variable is being investigated. This study's design is a conclusive research design, specifically a clausal research design. The results showed that advertising, sales promotion and public relations & publicity together had a positive and significant effect on brand awareness. The dominant advertising has an effect on Tokopedia's brand awareness. Keywords:promotional mix, brandawareness, marketplace, promotion, Tokopedia

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Bauran Promosi, Brandawareness, Marketplace, Promosi, Tokopedia
Subjects:	H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products > HF5415.126.R38 Database marketing--Statistical methods. Data mining--Statistical methods. Big data--Statistical methods.
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Rafly Hidayat
Date Deposited:	23 Nov 2021 03:32
Last Modified:	23 Nov 2021 03:32
URI:	http://repository.unsri.ac.id/id/eprint/57838

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