Haerunisa, Azhari (2022) KOMPARASI MINAT BELI PADA TOKOPEDIA ANTARA BRAND AMBASSADOR BTS DENGAN BLACKPINK MENGGUNAKAN MANN WHITNEY U-TEST. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui apakah Brand Ambassador bts dengan blackpink meningkatkan minat beli konsumen pada tokopedia, dan membandingkan nilai Brand Ambassador bts dengan blackpink. Teknik pengambilan sampel menggunakan probability sampling jenis cluster sampling dengan fans bts dan blackpink sebanyak 96 responden. Penelitian ini menggunakan analisis statistik non-parametrik korelasi Rank Spearman dan mann whitney u-test yang diolah dengan software IBM SPSS versi 25. Data yang digunakan berupa data primer. Teknik pengumpulan data menggunakan kuesioner. Hasil penelitian membuktikan bahwa brand ambassador bts berpengaruh positif dan signifikan terhadap minat beli, brand ambassador blackpink berpengaruh positif dan signifikan terhadap minat beli pada tokopedia, dan Tidak terdapat perbedaan signifikan antara Brand Ambassador BTS dengan Blackpink terhadap minat beli pada tokopedia. The purpose of this study was to find out whether the Brand Ambassador of bts with blackpink increased the consumer buying interest at tokopedia, and to compare the value of the Brand Ambassador of bts with blackpink. The sampling technique used is probability sampling with a cluster sampling type with bts and blackpink fans as many as 96 respondents. This research uses a non-parametric statistical analysis of spearman rank correlation and mann whitney u-test which is processed with ibm spss the software version 25. The data used are primary data. Data collection techniques using a questionnaire. The results of the study prove that the BTS brand ambassador has a positive and significant effect on buying interest, the Blackpink brand ambassador has a positive and significant effect on buying interest at Tokopedia, and there is no significant difference between the BTS Brand Ambassador and Blackpink on the buying interest at Tokopedia.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Brand Ambassador, Minat Beli, Mann Whitney U-Test | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | HAERUNISA AZHARI | ||||||||
| Date Deposited: | 04 Apr 2022 06:28 | ||||||||
| Last Modified: | 04 Apr 2022 06:28 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/7418 |
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