Pengaruh Bts Sebagai Brand Ambassador Terhadap Brand Resonance Tokopedia

Lestari, Evita Diana (2020) Pengaruh Bts Sebagai Brand Ambassador Terhadap Brand Resonance Tokopedia. S1 thesis, Universitas Kristen Indonesia.

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Abstract

A. Evita Diana Lestari (1671650030) B. FISISPOL/Ilmu Komunikasi/Hubungan Masyarakat C. i – xvii + 125 halaman + 8 lampiran D. 11 buku + 2 jurnal + 11 sumber internet E. Marshelia Gloria Narida, S.S., M.A F. “Pengaruh BTS sebagai Brand Ambassador terhadap Brand Resonance Tokopedia” Tujuan dari penelitian ini adalah untuk menguji adanya pengaruh BTS sebagai Brand Ambassador Tokopedia selaku salah satu e-commerce terbesar di Indonesia terhadap Brand Resonance Tokopedia serta besarnya pengaruh tersebut. Penelitian ini menggunakan variabel independen yaitu Brand Ambassador dan variabel dependen Brand Resonance. Jenis penelitian ini adalah metode kuantitatif dengan menggunakan kuesioner sebagai alat pengumpulan data untuk mendapatkan hasil dari penelitian. Penentuan sampel dalam penelitian ini yaitu dengan teknik purposive sampling dengan kriteria tertentu yaitu merupakan penggemar BTS yang menjadi anggota di komunitas BTS ARMY INDONESIA AMINO dan merupakan pengguna Tokopedia selama lebih dari tiga bulan. Berdasarkan temuan data yang telah diolah menggunakan IBM SPSS versi 25, hasil penelitian ini menunjukkan adanya pengaruh antara Brand Ambassador terhadap Brand Resonance dengan pengaruh sebesar 33,1%./ A. Evita Diana Lestari (1671650030) B. FISISPOL/Communication Science/Public Relations C. i – xvii + 125 pages + 8 attachments D. 11 books + 2 scientific journals + 11 internet sources E. Marshelia Gloria Narida, S.S., M.A F. “Pengaruh BTS sebagai Brand Ambassador terhadap Brand Resonance Tokopedia” The purpose of this study is to examine the influence of BTS as Tokopedia’s Brand Ambassador as one of the largest e-commerce sites in Indonesia to Tokopedia's Brand Resonance and how much influence it has. This study uses Brand Ambassador as independent variable and Brand Resonance as dependent variable. This type of research is quantitative methods by using a questionnaire as a data collection tool to get the results of the study. The sample in this study is using purposive sampling technique with 97 respondents and with certain criteria which is BTS fans who are members of the BTS ARMY INDONESIA AMINO community and are Tokopedia users for more than three months. Based on the findings of data that has been processed using IBM SPSS version 25, the results of from this study indicate the influence of Brand Ambassadors on Brand Resonance with an effect of 33.1%.

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