Pertiwi, Ratnani Ayu (2022) FIGUR KOBE BRYANT SEBAGAI BRAND AMBASSADOR NIKE DALAM KEPUTUSAN PEMBELIAN SEPATU BASKET NIKE SERI KOBE (STUDI KASUS SEKOLAH BASKET SEHATI SEMARANG). Other thesis, Unika Soegijapranata Semarang.
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Abstract
With the rapid advancement of technology, the company is expected to have good products and products that can meet the growing tastes of consumers. Companies compete to create quality products to attract consumers. The large number of imported goods that continue to enter the domestic market has also led to increasingly competitive competition. No exception with shoe products. Shoe companies need to use the right marketing strategy. One of the strategies used by Nike is to invite famous athletes as advertisers as brand ambassadors. The sampling technique in this study was total sampling and used a qualitative descriptive method. The sample are 2 coaches and 6 players who buy and wear the Nike Kobe series shoes. Data collection was carried out by researchers using observation, interviews and documentation methods. Interviews were conducted with two methods, namely in person and virtually. Based on the result of the analysis, the conclusion is that the figure of Kobe Bryant who is the brand ambassador of the Nike Kobe basketball shoes has visibility, credibility, attraction, and power that are in harmony with the Nike Kobe series of basketball shoes. The figure of Kobe Bryant as a brand ambassador played a role in the decision to purchase the Nike Kobe Series basketball shoes by coaches and players at the Sehati Basketball School, Semarang.
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | 300 Social Sciences > 302.2 Communication 600 Technology (Applied sciences) > 650 Management > 659 Advertising and public relations 600 Technology (Applied sciences) > 650 Management > 659 Advertising and public relations > Brands |
| Divisions: | Faculty of Law and Communication > Department of Communication Science |
| Depositing User: | Ms Dewi Soelistyowati |
| Date Deposited: | 18 Nov 2022 13:36 |
| Last Modified: | 18 Nov 2022 13:36 |
| URI: | http://repository.unika.ac.id/id/eprint/30166 |
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