PENGARUH BRAND IMAGE, PROGRAM KERJA, DAN PESAN IKLAN DI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMILIH (Studi Kasus Ridwan Kamil)

SARI, NUR INDAH (2019) PENGARUH BRAND IMAGE, PROGRAM KERJA, DAN PESAN IKLAN DI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMILIH (Studi Kasus Ridwan Kamil). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of brand image, work programs, and advertising messages on social media on voter decisions (Ridwan Kamil case study). The object of this research is the Bandung (voters) community who decided to elect Ridwan Kamil in the West Java gubernatorial election for the period 2018-2023 which was held on June 27, 2018. This research was conducted on 150 respondents using a quantitative approach. Data collection techniques used were questionnaires and using Purposive sampling for sampling. Analysis of the data used is SEM where data processing uses the SmartPLS version 3.0 program. The results showed that brand image variables, work programs, and advertising messages on social media against Ridwan Kamil's voting decisions in PILKADA JABAR 2018. This was evidenced by the results of the bootstrapping hypothesis test. Keywords: brand image, work program, advertising message, social media, voter decision, Ridwan Kamil. Penelitian ini bertujuan untuk mengetahui pengaruh brand image, program kerja, dan pesan iklan di media sosial terhadap keputusan pemilih (studi kasus Ridwan Kamil). Objek penelitian ini adalah masyarakat (pemilih) Bandung yang memutuskan untuk mrmilih Ridwan Kamil pada pemilihan gubernur Jawa Barat periode 2018 – 2023 yang dilaksanakan pada 27 Juni 2018. Penelitian ini dilakukan pada 150 responden dengan menggunakan pendekatan kuantitatif. Teknik pengumpulan data yang digunakan adalah kuesioner dan menggunakan Purposive sampling untuk pengambilan sampel. Analisis data yang digunakan adalah SEM dimana pengolahan data menggunakan program SmartPLS versi 3.0. Hasil penelitian menunjukkan bahwa variabel brand image, program kerja, dan pesan iklan di media sosial terhadap keputusan pemilih Ridwan Kamil pada PILKADA JABAR 2018. Hal ini dibuktikan dari hasil uji hipotesis bootstrapping. Kata kunci : brand image, program kerja, pesan iklan, media sosial, keputusan pemilih, Ridwan Kamil.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 175
NIM/NIDN Creators: 43115010318
Uncontrolled Keywords: brand image, program kerja, pesan iklan, media sosial, keputusan pemilih, Ridwan Kamil.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 003 Systems/Sistem-sistem > 003.5 Computer Modeling and Simulation/Model dan Simulasi Komputer > 003.56 Decision Theory/Teori Keputusan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 29 Nov 2021 18:28
Last Modified: 05 Apr 2022 07:29
URI: http://repository.mercubuana.ac.id/id/eprint/51067

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