Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2018
The Influence of Brand Ambassador Towards Brand Image of Oppo
Skripsi, 008 / 2018 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2018-10-24 15:07:10
Oleh : Fachri Mudzakir - 145264010 (fachrimudzakir@gmail.com)
Dibuat : 2018-10-24, dengan 4 file
Keyword : brand ambassador, oppo, brand image
With the development of technology, the need for sophisticated devices enhances the communication process in the era of globalization and demands changes in the way marketing and communications management is practised by individual companies, such as brand ambassadors. A company that pays attention to the use of brand ambassador in their marketing activity is Oppo. Whereabouts Oppo can compete in the world and penetrate to Indonesiaâs market. The purpose of this study is to identify whether there is an influence of brand ambassador\'s use on Oppo brand image. Moreover, the secondary aim of this research is to find out which factors are most influential from Brand Ambassador to brand image of Oppo, and the third is to identify consumer perception of Oppo brand image. Variables that use in this research are brand ambassador and brand image. In this case, data collected by online questionnaires to 384 respondents to users of Oppo. Data analysis was performed using multiple regression analysis and ANOVA using SPSS version 22. The result of this study showed that consumer perception of the brand ambassador has a significant effect on brand image of Oppo. With two of the four indicators: attractiveness and power are not significantly influential. Company should more focus in choosing which brand ambassador that they use is the most effective in their marketing strategy. Also since credibility is the most factor that significantly influence the brand image, there is need more emphasis on how the credibility of the celebrity can attract the consumer and make them give a good perception about Oppo. Keywords: brand ambassador, oppo, brand image.
Undergraduate Theses from JBPTPPOLBAN / 2018-10-24 15:07:10
Oleh : Fachri Mudzakir - 145264010 (fachrimudzakir@gmail.com)
Dibuat : 2018-10-24, dengan 4 file
Keyword : brand ambassador, oppo, brand image
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Deskripsi Alternatif :With the development of technology, the need for sophisticated devices enhances the communication process in the era of globalization and demands changes in the way marketing and communications management is practised by individual companies, such as brand ambassadors. A company that pays attention to the use of brand ambassador in their marketing activity is Oppo. Whereabouts Oppo can compete in the world and penetrate to Indonesiaâs market. The purpose of this study is to identify whether there is an influence of brand ambassador\'s use on Oppo brand image. Moreover, the secondary aim of this research is to find out which factors are most influential from Brand Ambassador to brand image of Oppo, and the third is to identify consumer perception of Oppo brand image. Variables that use in this research are brand ambassador and brand image. In this case, data collected by online questionnaires to 384 respondents to users of Oppo. Data analysis was performed using multiple regression analysis and ANOVA using SPSS version 22. The result of this study showed that consumer perception of the brand ambassador has a significant effect on brand image of Oppo. With two of the four indicators: attractiveness and power are not significantly influential. Company should more focus in choosing which brand ambassador that they use is the most effective in their marketing strategy. Also since credibility is the most factor that significantly influence the brand image, there is need more emphasis on how the credibility of the celebrity can attract the consumer and make them give a good perception about Oppo. Keywords: brand ambassador, oppo, brand image.
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| Properti | Nilai Properti |
|---|---|
| ID Publisher | JBPTPPOLBAN |
| Organisasi | |
| Nama Kontak | Erlin Arvelina |
| Alamat | Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga |
| Kota | Bandung |
| Daerah | Jawa Barat |
| Negara | Indonesia |
| Telepon | 022 201 3789 ext. 168, 169, 239 |
| Fax | 022 201 3889 |
| E-mail Administrator | erlin.arvelina@polban.ac.id |
| E-mail CKO | erlin.arvelina@polban.ac.id |
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Kontributor...
- Supervisor: Nono Wibisono, S.E., M.Sc., Ph.D., Editor: Erlin Arvelina
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