Husna, Ni'ma Chalida and , Agus Triyono, M.Si (2021) Hubungan Plot Connection Dimension Brand Terhadap Brand Loyalty Aplikasi Gojek Bagi Konsumen. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
GO-JEK's decision to choose the film “Keluarga Cemara” is based on the plot factor of economic life in the family. Public awareness in choosing products is driven by support from producers to make consumers interested in these brands. Films are seen as a place for producers to introduce and market brands. GO-JEK does branding by placing a connection dimension plot in the film to build user loyalty to remain loyal to the brand. This research aims to determine the relationship between the connection dimension brand plot and the brand loyalty of the GO-JEK application for consumers. The research method used is quantitative by collecting data in the form of a questionnaire through google form to a sample of 100 people from 1600 communication students of the Muhammadiyah University of Surakarta with correlation test data analysis. The research results show that the connection between the connection brand dimension plot and the GO-JEK application brand loyalty for consumers is significantly proven. The connection plot dimension brand connection between GO-JEK is 0.652 with significance (p) = 0.000; (p <0.05). The results of the correlation of the research data indicate that there is a relationship between the connection dimension plot with the GO-JEK application brand loyalty by building customer loyalty to use it.
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | relationship, plot connection dimension, films, brand loyalty |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | NI'MA CHALIDA HUSNA |
| Date Deposited: | 20 Jan 2021 04:42 |
| Last Modified: | 20 Jan 2021 04:42 |
| URI: | http://eprints.ums.ac.id/id/eprint/88532 |
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