Tobing, Miranda Maharani (2024) Pengaruh Brand Ambassador Digital Marketing dan Tagline terhadap Brand Awareness Tokopedia di Kota Jakarta. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aimed to investigate the influence of brand ambassadorship, digital marketing, and taglines on Tokopedia's brand awareness in Jakarta, acknowledging the pivotal role of these factors in shaping consumer perceptions and purchasing decisions. A quantitative research approach was employed, utilizing regression analysis to scrutinize the relationships between brand ambassadorship, digital marketing, taglines, and brand awareness. The study's participants consisted of Tokopedia consumers in Jakarta, selected through purposive sampling with total 175 respondents. Data collection involved the distribution of electronic questionnaires via Google Forms. Both primary data from the questionnaires and secondary data from existing literature were utilized for analysis. SPSS facilitated the statistical analysis of collected data. The findings underscored the significance of digital marketing in influencing Tokopedia's brand awareness, demonstrating a significant positive impact. However, brand ambassadorship and taglines, when analyzed individually, did not exhibit a significant influence on brand awareness. Collectively, all three variables significantly contributed to brand awareness among consumers. These findings hold profound implications for marketers and brand managers. Emphasizing digital marketing efforts, particularly in the online sphere, can enhance brand awareness effectively. While the use of brand ambassadors and taglines remains valuable, their impact on brand awareness may require further refinement. Marketers can leverage these insights to strategize and optimize their marketing campaigns to bolster Tokopedia's brand presence in Jakarta's competitive marketplace.
| 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: | Miranda Maharani Tobing | ||||||||
| Date Deposited: | 28 May 2024 07:49 | ||||||||
| Last Modified: | 28 May 2024 07:49 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/23146 |
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