PENGARUH KREDIBILITAS BRAND AMBASSADOR BLACKPINK TERHADAP BRAND IMAGE E- COMMERCE TOKOPEDIA (Studi Pada Mahasiswa Ilmu Komunikasi Universitas Sriwijaya)

UTAMI, DWI RIZKIYANA and Alfatih, Andy and Murti, Krisna (2021) PENGARUH KREDIBILITAS BRAND AMBASSADOR BLACKPINK TERHADAP BRAND IMAGE E- COMMERCE TOKOPEDIA (Studi Pada Mahasiswa Ilmu Komunikasi Universitas Sriwijaya). Undergraduate thesis, Sriwijaya University.

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Abstract

The study aims to find out whether there influences of credibility brand ambassador of blackpink towards to brand image e-commerce Tokopedia and how much that influence had given. This research used quantitative method with descriptive and explanative analysis technique and used simple linear regression model to make predictions. Data collection was conducted by distributing questioners to 90 responden of communication science students of Sriwijaya University. The results of data analysis in this study were obtained through hypothesis testing with t test showing that t_calc is greater that t_tables where t_calc 6.589 > t_tables 1.991 which means there is an influence of credibility brand ambassador of blackpink towards to brand image of e-commerce Tokopedia. And influence given is 33% where the rest is influence by the other factors. The linear regression equation oblained is y = 11.827 + 0.517 x which means that each edition of one credibility brand ambassador of blackpink value will give an increase 0.517 to the brand image of e-commerce Tokopedia among communication science students of Sriwijaya University Keywords: the influence of brand ambassador credibility, brand image.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Pengaruh kredibilitas brand ambassador, brand image
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD59-59.6 Public relations. Industrial publicity
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Dwi Rizkiyana Utami
Date Deposited:	06 Jul 2022 05:35
Last Modified:	06 Jul 2022 05:35
URI:	http://repository.unsri.ac.id/id/eprint/73402

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