Pengaruh Event Sponsorship, Celebrity Endorcer dan Iklan terhadap Brand Image Kartu Telkomsel ( Studi Kasus Masyarakat di Kota Surakarta)

Sarasati, Shania Salsabella and -, Dra. W.Mukharomah,M.M. (2020) Pengaruh Event Sponsorship, Celebrity Endorcer dan Iklan terhadap Brand Image Kartu Telkomsel ( Studi Kasus Masyarakat di Kota Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study tries to analyze the effect of event sponsors, celebrity endorsers, and advertisements on the Telkomsel card brand image. In this study using a sample of the general public in Surakarta as many as 100 respondents. The sample selection method uses non propability sampling and the data used are primary data using a questionnaire. Data analysis method used is multiple linear regression analysis using several variables, namely event sponsors, celebrity endorsers, advertisements, and brand image. Research events sponsoring events, celebrity sponsors and advertisements have a significant effect on brand image with a t test that has a significance value of 0,000 less than 0.05. Adjusted R2 value of 0.589 shows the variation of sponsorship (X1), celebrity endorcer (X2), and advertising (X3) is able to explain variations in changes in the brand image variable (Y) of 58.9% and 41.1% requested by factors or model variables other outside.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	event sponsors, celebrity contributors, advertising and brand image.
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	SHANIA SALSABELLA SARASATI
Date Deposited:	03 Aug 2020 04:03
Last Modified:	03 Aug 2020 04:03
URI:	http://eprints.ums.ac.id/id/eprint/83949

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