Lukman Nur, Arifin (2023) PENGARUH BRAND AMBASSADOR TERHADAP BRAND IMAGE ONIC SUPPLY ID PADA MAHASISWA ILMU KOMUNIKASI UNIVERSITAS MUHAMMADIYAH JEMBER. Undergraduate thesis, Universitas Muhammadiyah Jember.
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Abstract
Arifin, Lukman Nur. 2023. Pengaruh Ambassador Terhadap Brand Image Onic Supply Id Pada Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Jember. Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik. Universitas Muhammadiyah Jember. Pembimbing : Aditya Dimas Pratama S.I.Kom.,M.I.Kom. Kata Kunci : Brand Ambassador, Brand Image, Onic Supply Id, Komunikasi Pemasaran. Perkembangan teknologi memiliki dampak yang signifikan terhadap berbagai aspek salah satunya dalam dunia olahraga, terutama dalam bentuk olahraga berbasis teknologi yang dikenal sebagai E-Sports (Electronic Sports). E-Sports adalah cabang olahraga modern yang sangat diminati oleh generasi milenial. Dalam perkembangan dunia E-Sports ini, tim-tim besar di Indonesia mulai mengoptimalkan pendapatan mereka melalui penjualan merchandise seperti jersey dan produk lainnya. Salah satu strategi yang diterapkan untuk meningkatkan penjualan dan Brand Image dalam industri E-Sports adalah dengan penggunaan Brand Ambassador. Brand Ambassador digunakan sebagai sarana promosi untuk mengubah persepsi dan menarik minat konsumen dalam membeli produk yang ditawarkan melalui toko online Onic Supply Id. Penelitian ini menggunakan jenis metode kuantitatif deskriptif dengan menggunakan penyebaran kuisioner secara online. Dengan menggunakan teori komunikasi pemasaran yang di temukan oleh Kotler dan Keller. Responden dalam penelitian ini adalah mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Jember. Tujuan dari penelitian ini adalah untuk mengetahui seberapa besar pengaruh Brand Ambassador terhadap Brand Image Onic Supply Id di kalangan mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Jember. Metode analisis data yang digunakan dalam penelitian ini yaitu uji normalitas, uji regresi linear sederhana, uji hipotesis T dan F, serta koefisien determinasi. Hasil penelitian ini menunjukkan bahwa variabel Brand Ambassador (variabel X) memiliki pengaruh positif yang cukup signifikan terhadap Brand Image Onic Supply Id (variabel Y). Brand Ambassador memberikan pengaruh sebesar 87,8% terhadap Brand Image Onic Supply Id, sementara 12,2% sisanya merupakan factor lain yang tidak peneliti gunakan dalam penelitian ini. Arifin, Lukman Nur. 2023. Influence Ambassador to Brand Image Onic Supply Id at the University of Muhammadiyah Jember Communication Science Students. Communication Science Study Program, Faculty of Social and Political Sciences. Jember Muhammadiyah University. Advisor : Aditya Dimas Pratama S.I.Kom., M.I.Kom. Keywords: Brand Ambassador, Brand Image, Onic Supply Id, Marketing Communication. Technological developments have had a significant impact on various aspects, one of which is in the world of sports, especially in the form of technology-based sports known as E-Sports (Electronic Sports). Esports is a modern sport that is in great demand by the millennial generation. In the development of the world of E- Sports, big teams in Indonesia are starting to optimize their income through selling merchandise such as jerseys and other products. One of the strategies implemented to increase sales and Brand Image in the E-Sports industry is by using Brand Ambassadors. Brand Ambassadors are used as a means of promotion to change perceptions and attract consumer interest in buying products offered through the Onic Supply Id online store. This study uses a type of descriptive quantitative method using online questionnaires. By using the marketing communication theory discovered by Kotler and Keller. Respondents in this study were students of Communication Science at the Muhammadiyah University of Jember. The purpose of this research is to find out how much influence Brand Ambassadors have on Brand Image Onic Supply Id among students of Communication Studies at Muhammadiyah University of Jember. The data analysis method used in this study is the normality test, simple linear regression test, test the hypotheses T and F, and the coefficient of determination. The results of this study indicate that the Brand Ambassador variable (variable X) has a significant positive influence on Brand Image Onic Supply Id (variable Y). Brand Ambassador has an influence of 87.8% on Brand Image Onic Supply Id, while the remaining 12.2% is another factor that the researchers did not use in this study.
| Item Type: | Thesis (Undergraduate) | ||||||
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| Uncontrolled Keywords: | Brand Ambassador, Brand Image, Onic Supply Id, Komunikasi Pemasaran. | ||||||
| Subjects: | 600 Technology and Applied Science > 650 Business > 659 Advertising | ||||||
| Divisions: | Faculty of Social and Politics Science > Department of Communication Science (S1) | ||||||
| Department: | S1 Ilmu Komunikasi | ||||||
| Depositing User: | Lukman Nur Arifin | ||||||
| Contributors: |
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| Contact Email Address: | lukmannurarifin20@gmail.com | ||||||
| Date Deposited: | 24 Aug 2023 06:13 | ||||||
| Last Modified: | 24 Aug 2023 06:13 | ||||||
| URI: | http://repository.unmuhjember.ac.id/id/eprint/19603 |
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