Maghfirah, Balgisza Nur (2021) Pengaruh Korean Wave dan Brand Ambassador Terhadap Brand Attitude serta Dampaknya Pada Minat Beli (Survei Online Pada Pengguna E-Commerce Tokopedia). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini memiliki tujuan untuk mengetahui dan menjelaskan pengaruh Korean wave dan Brand Ambassador terhadap Brand Attitude, mengetahui dan menjelaskan pengaruh Korean Wave dan Brand Ambassador terhadap Minat Beli, mengetahui dan menjelaskan pengaruh Brand Attitude terhadap Minat Beli, serta mengetahui dan menjelaskan pengaruh Korean Wave, Brand Ambassador, dan Brand Attitude secara simultan terhadap Minat Beli. Jenis peneltian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Variabel penelitian ini terdiri dari Korean Wave, Brand Ambassador, Brand Attitude, dan Minat Beli. Populasi dalam penelitian ini adalah pengguna aplikasi Tokopedia yang mengunduh dan menggunakan aplikasi Tokopedia. Penentuan jumlah responden pada penelitian ini menggunakan probability sampling. Penelitian ini berbentuk survei secara online dengan menyebarkan angket atau kuesioner secara online kepada 100 responden pengguna Tokopedia. Teknik analisis data yang digunakan adalah analisis jalur atau path analysis. Hasil penelitian ini menunjukkan bahwa Korean Wave memiliki pengaruh signifikan terhadap Brand Attitude, Brand Ambassador memiliki pengaruh signifikan terhadap Brand Attitude, Korean Wave memiliki pengaruh signifikan terhadap Minat Beli, Brand Ambassador memiliki pengaruh signifikan terhadap Minat Beli, Brand Attitude memiliki pengaruh signifikan terhadap Minat Beli.
English Abstract
This aims of this research are identifying and explaining the influence of Korean Wave and Brand Ambassador toward Brand Attitude, identifying and explaining the influence of Korean Wave and Brand Ambassador toward Purchase Intention, identifying and explaining the influence of Brand Attitude toward Purchase Intention, and , identifying and explaining the influence of Korean Wave, Brand Ambassador, Brand Attitude simultaneously on Purchase Intention. The type of research used is explanatory research with a quantitative approach. There are four variables, namely Korean wave, Brand Ambassador, Brand Attitude and Purchase Intention. The research population were Tokopedia application users who downloaded and used the Tokopedia application. The sampling method of this research was probability sampling. This research was in the form of a survey by distributing online questionnaires to 100 respondents of Tokopedia users. The result of this research were Korean Wave affected significantly toward Brand Attitude, Brand Ambassador affected significantly toward Brand Attitude, Korean Wave affected significantly toward Purchase Intention, Brand Ambassador affected significantly toward Purchase Intention, and Brand Attitude affected significantly toward Purchase Intention.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052103 |
| Uncontrolled Keywords: | Korean Wave, Brand Ambassador, Brand Attitude, Minat Beli, Korean Wave, Brand Ambassador, Brand Attitude, dan Minat Beli |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Unnamed user with username nurmasudah |
| Date Deposited: | 23 Oct 2021 02:11 |
| Last Modified: | 22 Feb 2022 06:58 |
| URI: | http://repository.ub.ac.id/id/eprint/185224 |
![[thumbnail of DALAM MASA EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA EMBARGO)
BALGISZA NUR MAGHFIRAH.pdf Restricted to Registered users only until 31 December 2023. Download (3MB) |
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