Rasad, Ibrahim (2020) Pengaruh Typical-Person Endorser Pada Media Sosial, Perceived Value Dan Brand Image Terhadap Brand Loyalty E-Commerce. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui adanya pengaruh typical-person endorser pada media sosial, perceived value, dan brand image terhadap brand loyalty e-commerce. Jenis dari penelitian ini adalah explanatory research serta metode yang digunakan merupakan pendekatan kuantitatif. Populasi dalam penelitian ini, yaitu: (1) merupakan pengguna aktif dari media sosial Instagram dan (2) pengguna aktif salah satu platform e-commerce yang dipilih dalam penelitian ini yaitu Tokopedia, Shopee, Bukalapak, Blibli, Lazada, dan JD ID. Jumlah sampel dalam penelitian ini sebanyak 150 responden. Pengambilan sampel menggunakan purposive sampling. Data diperoleh melalui penyebaran kuesioner lalu dianalisis menggunakan alat uji SPSS. Analisis data menggunakan analisis regresi linier berganda. Hasil dari penelitian ini menunjukan variabel typical-person endorser, perceived value, dan brand image berpengaruh positif dan signifikan terhadap brand loyalty e-commerce.
English Abstract
The purpose of this study was to determine the effect of typical-person endorsers on social media, perceived value, and brand image on brand loyalty ecommerce. This type of research is explanatory research and the method of this study using quantitative approach. The population in this study are: (1) active users of Instagram social media and (2) active users of one of the e-commerce platforms chosen in this study, namely: Tokopedia, Shopee, Bukalapak, Blibli, Lazada, and JD ID. The number of samples in this study were 150 respondents. The technique of sampling is using purposive sampling. Data obtained through questionnaires distribution and then analyzed using SPSS test equipment. Data analysis uses multiple linear regression analysis. The results of this study show that typicalperson endorser, perceived value, and brand image variables have a positive and significant effect on brand loyalty e-commerce.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0520020110 |
| Uncontrolled Keywords: | Typical-Person Endorser, Perceived Value, Brand Image, Brand Loyalty, Typical-Person Endorser, Perceived Value, Brand Image, Brand Loyalt |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 17 Feb 2021 15:23 |
| Last Modified: | 10 Jan 2023 03:47 |
| URI: | http://repository.ub.ac.id/id/eprint/183053 |
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Text (DALAM MASA EMBARGO)
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