Mellynda, Thalia Citra (2022) Pengaruh Tagline dan Brand Ambassador terhadap Brand Image Produk Nature Republic di Outlet Tunjungan Plaza 6 Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The industrial sector plays an important role as the main driver and support for the national economy. As time goes by, people are increasingly aware of appearance, make-up and self-care which are currently used as lifestyles. The marketing strategy that can be used to promote their products is to use taglines and brand ambassadors because these brand ambassadors are famous for advertising stars who support the product being advertised. Strategies to promote products in today's business world are required to be more creative. The purpose of the study was to determine and simultaneously analyze the effect of the Tagline and Brand ambassador variables on the brand image of Nature Republic products. In this study, quantitative research methods were used. In collecting the data, this study uses a questionnaire, the source of the data taken is primary data. The population of this study is consumers of Nature Republic products at the Outlet Tunjungan Plaza 6 Surabaya. To obtain maximum results, the sample taken is 100 respondents to consumers who have purchased Nature Republic products at the Tunjungan Plaza 6 Surabaya Outlet. The sampling technique in this study used non-probability sampling. Classical assumption test consists of Multicollinearity Test, Autocorrelation Test, Normality Test. The analytical technique used in this research is using multiple linear regression analysis. The conclusion of this study is that the variable tagline and brand ambassador simultaneously and partially have a significant effect on brand image
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Thalia Citra Mellynda | ||||||||
| Date Deposited: | 28 Sep 2022 04:41 | ||||||||
| Last Modified: | 28 Sep 2022 04:41 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/9674 |
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