PENGARUH IKLAN, SLOGAN, DUTA MEREK, DAN ELECTRONIC WORD OF MOUTH TERHADAP KESADARAN MEREK TOKOPEDIA

ANGGRAENI, DINNY (2022) PENGARUH IKLAN, SLOGAN, DUTA MEREK, DAN ELECTRONIC WORD OF MOUTH TERHADAP KESADARAN MEREK TOKOPEDIA. Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI INDONESIA.

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Abstract

ABSTRAK Dunia bisnis mengalami perkembangan yang pesat. Segala kebutuhan dan keinginan manusia yang meningkat dan beragam membuat perusahaan harus mampu mengikuti pergeseran budaya dan perkembangan teknologi informasi dan komunikasi saat ini. Salah satunya kegiatan belanja daring melalui aplikasi mobile, yaitu platform e-commerce Tokopedia. Penelitian ini bertujuan mengidentifikasi keempirisan stimultan dan parsial Pengaruh Iklan, Slogan, Duta Merek, Dan Kata Elektronik Mulut Terhadap Kesadaran Merek Tokopedia.. Jenis penelitian ini adalah penelitian eksplanatif dengan pendekatan kuantitatif dan Metode penelitian yang digunakan penulis adalah survey. Hasil penelitian ini menunjukan tidak terdapat pengaruh antara Iklan secara signifikan terhadap Kesadaran Merek, terdapat pengaruh antara Slogan secara signifikan terhadap Kesadaran Merek, terdapat pengaruh antara Duta Merek secara signifikan terhadap Kesadaran Merek, terdapat pengaruh antara electronic word of mouth secara signifikan terhadap Kesadaran Merek.Dan terdapat pengaruh secara simultan antara Iklan,Slogan,Duta Merek dan Electronik Word of Mouth terhadap Kesadaran Merek. Kata kunci : Iklan, Slogan, Duta Merek, Electronic Word Of Mouth. Kesadaran Merek, Tokopedia ABSTRACT The business world is experiencing rapid development. All the increasing and varied human needs and desires make companies have to be able to keep up with cultural shifts and current developments in information and communication technology. One of them is online shopping activities through mobile applications, namely the Tokopedia e-commerce platform. This study aims to identify the empirical stimulant and partial effect of advertising, Tagline, Brand Ambassadors, and electronic words of the mouth on Tokopedia's Brand Awareness. This type of research is an explanatory research with a quantitative approach and the research method used by the author is a survey. The results of this study indicate that there is no significant influence between advertising on Brand Awareness, there is a significant influence between Tagline on Brand Awareness, there is a significant influence between Brand Ambassadors on Brand Awareness, there is a significant influence between electronic word of mouth on Brand Awareness.And there is a simultant influence in between Advertising,Tagline,Brand Ambassador and Electronic Word Of Mouth on Brand Awareness. Keywords: Advertising, Tagline, Brand Ambassador, Electronic Word Of Mouth, Brand Awareness, Tokopedia

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Ramaditya, Muhammad 0321118901 ramaditya@stei.ac.id
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	DINNY ANGGRAENI
Date Deposited:	19 Jul 2022 04:43
Last Modified:	19 Jul 2022 04:43
URI:	http://repository.stei.ac.id/id/eprint/7703

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