PENGARUH BRAND AMBASSADOR BANGTAN BOYS TERHADAP BRAND IMAGE TOKOPEDIA

GIFFARI, AHMAD AUFA and Mahriani, Retna and Nomaini, Faisal (2020) PENGARUH BRAND AMBASSADOR BANGTAN BOYS TERHADAP BRAND IMAGE TOKOPEDIA. Undergraduate thesis, Sriwijaya University.

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Abstract

This thesis was entitled The Influence of Bangtan Boys Brand Ambassador Against Tokopedia's Brand Image. The purpose of this study was to determine the effect of “BTS” as the brand ambassador on Tokopedia's brand image. This study involved 528 students from the Faculty of Social and Politics, Communication Study Program 2016 to 2019 as the population. The sample determination used the Slovin formula to obtain a sample of 84 people. Stratified Random Technique was used as the sampling technique in this study, whereas the data was collected using a questionnaire. The data analysis method used in this research was quantitative analysis. There were quantitative descriptive analysis, explanative analysis techniques that produce a simple regression model with y = 13.324 + 0.379x, and hypothesis testing using SPSS. As a result, this study indicated a significant effect constituted 31.8 between the influence of the brand ambassador BANGTAN BOYS on the Tokopedia brand image of Communication Students Class 2016 to 2019, Faculty of Social and Politicals, Universitas Sriwijaya, Indralaya Campus

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Ambassador, Brand Image, marketing mix, Visibility,Credibility, Attraction, Power,Uniqueness, Favorability, Strength, Tokopedia
Subjects:	H Social Sciences > HE Transportation and Communications > HE1-9990 Transportation and communications
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Users 10883 not found.
Date Deposited:	18 Feb 2021 04:20
Last Modified:	18 Feb 2021 04:20
URI:	http://repository.unsri.ac.id/id/eprint/43102

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