Permatasari, Dea Safierra Nuranni (2017) Persepsi Brand Ambassador terhadap Situasi Persuasi (Studi Kuantitatif Deskriptif Berdasar Strategi Compliance Gaining pada Brand Ambassador “Repro” Majalah Provoke! Surabaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui persepsi dari brand ambassador majalah Provoke!, biasa disebut Repro, mengenai situasi persuasi yang mereka lakukan kepada pelanggan agar mengikuti acara yang diselenggarakan oleh perusahaan seperti Provoke! Flick, Provoke! in the garage, Provoke! class, serta Reprohunt. Penelitian ini merupakan penelitian kuantitatif deskriptif dengan variabel tunggal yakni persepsi brand ambassador terhadap situasi persuasi. Penelitian ini dikaji berdasar teori compliance gaining yang juga mendasari seven factor oblique model oleh Cody et al. (1983) sebagai acuan adopsi penelitian. Teknik pengumpulan data dilakukan dengan menggunakan kuesioner dengan responden sebanyak 88 orang. Teknik analisis data yang digunakan adalah deskripsi, dengan tahapan pertama menyusun tabulasi skor data hasil penelitian, lalu analisis dengan SPSS, dan dilanjutkan dengan penghitungan frekuensi skor jawaban untuk mengetahui kecenderungan jawaban responden. Hasil dari penelitian ini diketahui bahwa persuasi yang para Repro lakukan kepada pelanggan dapat memberikan persepsi: memberikan keuntungan untuk diri mereka, memberi rasa percaya diri untuk mengajak pelanggan, rasa optimis akan diterimanya persuasi tersebut, merasa berhak untuk mempersuasi, butuh adanya suatu hubungan keakraban terlebih dahulu dengan pelanggan, tidak adanya dominasi dari pelanggan, dan memberikan dampak positif kepada para Repro tersebut di masa depan. Hasil tersebut dijabarkan berdasarkan persentase keseluruhan pada 7 dimensi : personal benefits (15%), intimacy (15%), relational consequences (15%), situation apprehension (14%), rights (14%), dominance (14%), dan resistance to persuasion (13%). Perbedaan tipis pada setiap dimensi tersebut dikarenakan adanya keterkaitan antara dimensi satu dengan yang lain.
English Abstract
This research aims to examine the perceptions of brand ambassador of Provoke! magazine, called Repro, about persuasion situation that they did to customers which was encouraged them to attend events that handled by the company such as Provoke! Flick, Provoke! in the garage, Provoke! Class, and Reprohunt. Types of research is descriptive with quantitative approach ,which include single variable that is perception of the brand ambassador about persuasion situation. This research reviewed based on compliance gaining theory which also underlies seven factor oblique model by Cody et al. (1983) as the adoption reference for this research. Data collection technique is using questionnaire which consist of 88 respondents. Data analysis technique is description, which the steps are: compile data research’s score, then analyze with SPSS, and then continue with counting the answer’s score frequencies to know about the tendency of the respondents answers. The results of this research are knowing that Repro’s perception about the persuasion are: could give benefits for themself, giving self confidence to persuade the customers, feeling optimistic that the costumers will accept the persuasion, have rights to persuade the customers, needs some kind of intimacy relationships to the customers before doing persuasion, no customer’s domination towards them, and give positive impact to those Repros in the future. Those results presented based on whole percentage in 7 dimensions: personal benefits (15%), intimacy (15%), relational consequences (15%), situation apprehension (14%), rights (14%), dominance (14%), dan resistance to persuasion (13%). The slightly differences between the dimencies caused by the correlation between one to another dimensions (Cody et al., 1983).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2017/1099/051712629 |
| Uncontrolled Keywords: | Persepsi, Brand Ambassador, Compliance Gaining, Persuasi |
| Subjects: | 300 Social sciences > 302 Social interaction > 302.2 Communication > 302.23 Media (Means of communication) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 03 Jan 2018 02:26 |
| Last Modified: | 27 Nov 2020 03:00 |
| URI: | http://repository.ub.ac.id/id/eprint/7674 |
Actions (login required)
 |
View Item |