Pengaruh Brand Ambassador Un1ty terhadap Minat Beli Produk Smartfren

Hapsari, Nadia Kusuma and , Dr. Dian Purworini, S.Sos., M.M (2024) Pengaruh Brand Ambassador Un1ty terhadap Minat Beli Produk Smartfren. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Excellent data-based services are what trigger people's needs in today's digital era. Marketers must be able to determine the right marketing strategy to be able to compete amidst the large number of internet providers. As time goes by, many companies are developing the world of telecommunications promotion by using Brand Ambassadors to build and maintain a brand image to influence interest in the provider's products. The Smartfren company is thinking about a product promotion strategy which aims to increase product purchasing power by choosing UN1TY to inform about Smartfren products. Smartfren sees UN1TY as a figure who is able to meet targets. This research was carried out with the aim of seeing whether UN1TY had an impact on increasing attention to purchasing Smartfren products. In research conducted using Stimulus Response theory. This research was carried out using quantitative descriptive methods by taking the population, namely UN1TY fans (YouN1T) and the sample was YouN1T who used social media X with 100 people who were used as respondents. Data collection in this research used a survey conducted via Google Form to distribute the questionnaire on social media X. Data processing in this research used SPSS with simple linear regression analysis and coefficient of determination. By conducting this research, the results show that the UN1TY brand ambassador has a positive influence on interest in purchasing Smartfren products, and the results of the coefficient of determination have an effect of 26.3%.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Brand Ambassador, Brand Image, Stimulus Response
Subjects:	H Social Sciences > HE Communications
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	NADIA KUSUMA HAPSARI
Date Deposited:	05 Aug 2024 04:43
Last Modified:	05 Aug 2024 04:43
URI:	http://eprints.ums.ac.id/id/eprint/125810

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