Lestari, Vigati Wandan (2023) PENGARUH BRAND AMBASSADOR DAN TAGLINE TERHADAP BRAND AWARENESS SHOPEE INDONESIA DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of brand ambassadors and taglines on Shopee Indonesia's brand awareness in Surabaya. This type of research is quantitative. The population of this research is e-commerce users who have seen and know the brand ambassadors Arya Saloka and Amanda Manopo and the Shopee “free shipping” tagline in Surabaya. The sample of this research is 110 respondents. The sampling technique uses non-probability sampling with a purposive sampling approach. Data collection techniques through electronic questionnaire methods. The analysis technique used is Multiple Linear Regression. The results of the linear regression analysis show that the two independent variables have a positive effect on brand awareness. Furthermore, testing the hypothesis found that brand ambassadors and taglines simultaneously had a significant effect on brand awareness. While partially it was found that the influence of brand ambassadors on brand awareness was not significant, meanwhile the tagline partially had a significant effect on brand awareness
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Uncontrolled Keywords: | Brand Ambassador, Tagline, Brand Awareness | ||||||||
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Vigati Wandan Lestari | ||||||||
| Date Deposited: | 18 Jan 2023 04:51 | ||||||||
| Last Modified: | 19 Jan 2023 03:23 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/11075 |
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