PERSEPSI TERHADAP KEPOPULERAN, DAYA TARIK, KREDIBILITAS, KEKUATAN BRAND AMBASSADOR

HENDRAWAN, LAUW, EUNIKE MONICA (2024) PERSEPSI TERHADAP KEPOPULERAN, DAYA TARIK, KREDIBILITAS, KEKUATAN BRAND AMBASSADOR. S1 thesis, UNIVERSITAS KATOLIK SOEGIJAPRANATA.

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Abstract

ABSTRAK Fenomena budaya Korea yang sedang populer di Indonesia yang biasa disebut dengan Korean Wave atau Hallyu ini menimbulkan minat dari khalayak. Berawal dari menonton hiburan Korea sebagai sarana hiburan hingga tertarik untuk membeli produkproduk yang digunakan pada tokoh favorite Korea mereka. Tujuan dari penelitian ini untuk mengetahui apakah terdapat perbedaan persepsi terhadap brand ambassador berdasarkan kepopuleran, daya tarik, kredibilitas, kekuatan. Penelitian ini adalah kuantitatif menggunakan uji independent sample t-test. Sampel pada penelitian ini 50 sampel yang mengetahui brand ambassador Song Joong Ki dan Lee Min Ho. Berdasarkan hasil pada penelitian ini tidak terdapat perbedaan signifikan dalam kepopuleran, daya tarik, kredibilitas dan kekuatan antara brand ambassador Song Joong Ki dan Lee Min Ho. The Korean cultural phenomenon that is currently popular in Indonesia, which is usually called the Korean Wave or Hallyu, is generating interest from the public. Starting from watching Korean entertainment as a means of entertainment to being interested in buying products used by their favorite Korean characters. The purpose of this research is to find out whether there are differences in perceptions of brand ambassadors based on popularity, attractiveness, credibility, strength. This research is quantitative using the independent sample t-test. The sample in this study was 50 samples who knew brand ambassadors Song Joong Ki and Lee Min Ho. Based on the results of this research, there is no significant difference in popularity, attractiveness, credibility and strength between brand ambassadors Song Joong Ki and Lee Min Ho.

Item Type: Thesis (S1)
Subjects: 600 Technology (Applied sciences)
600 Technology (Applied sciences) > 650 Management
Divisions: Faculty of Economics and Business > Department of Management
Depositing User: mr. Jodi Armanto
Date Deposited: 29 Oct 2024 08:07
Last Modified: 29 Oct 2024 08:07
URI: http://repository.unika.ac.id/id/eprint/36242

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