PENGARUH KEPERCAYAAN KONSUMEN DALAM MELIHAT TAGLINE IKLAN JD.ID DI MEDIA TV #DIJAMINORI VERSI KENA TIPU TERHADAP BRAND AWARENESS

KARTIKASARI, LUSIA ARIFIANTI (2018) PENGARUH KEPERCAYAAN KONSUMEN DALAM MELIHAT TAGLINE IKLAN JD.ID DI MEDIA TV #DIJAMINORI VERSI KENA TIPU TERHADAP BRAND AWARENESS. S1 thesis, Universitas Mercu Buana.

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Abstract

This research is based on various offered product through Internet, and on of them through online shop. Because of that, there are many competitions between online shop in society. In this research, JD.id takes a promotion that can give information to consument for example is advertisement. The purpose of this research is to know how much effect the trust of tagline JD.id Advertisement in TV #DijaminOri prank versions to brand awareness. In this research, the writer uses the theory concept Brand Awareness from Kotler & Keller, K.L and three activity attributes to build the trust, there are Achieving results, Acting with intergrity and Demonstrate concern. The type of research used is explanative. The research method used is quantitative approach using survey method through questionnaire distributions, which was distributed using purposive sampling technique as many as 96 respondents and using statistical analysis namely correlation analysis and regression analysis. The Result of research shows that the trust credibility of Tagline JD.id in TV #DijaminOri Prank Versions, giving big contribution effect about 50,7% to brand awareness , and it means the strong effect. This research concludes that there is trust effect from Advertisement Tagline JD.id #DijaminOri Prak Version in TV to Brand awareness. Key Word : Consumer Trust, Brand Awareness. Penelitian ini dilatar belakangi oleh banyaknya produk yang ditawarkan melalui internet salah satunya online shop, sehingga adanya persaingan yang cukup ketat antara situs jual beli online satu dan lainnya di kalangan masyarakat. Dalam penelitian ini JD.id melakukan bauran promosi yang mampu memberikan informasi kepada konsumen, salah satunya yaitu iklan. Tujuan penelitian ini adalah untuk mengetahui seberapa besarnya pengaruh kepercayaan konsumen dalam melihat tagline iklan JD.id di media televisi #DijaminOri versi kena tipu terhadap brand awareness. Dalam penelitian ini membahas mengenai teori yang brand awareness yang dikemukakan oleh Kotler, P., dan Keller, K.L. dan atribut tiga aktivitas untuk menumbuhkan kepercayaan yaitu achieving result, acting with integrity, dan demonstrate concern. Tipe penelitian yang digunakan adalah eksplanatif. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan metode survey melalui penyebaran kuesioner yang disebarkan menggunakan teknik purposive sampling sebanyak 96 responden dan menggunakan analisa statistik yaitu mean, analisa korelasi dan analisa regresi. Hasil penelitian menunjukkan bahwa kredibilitas kepercayaan konsumen dalam melihat tagline iklan JD.id di media televisi #DijaminOri versi kena tipu memberikan kontribusi sebesar 50.7% pengaruhnya terhadap brand awareness yang berarti pengaruh cukup kuat. Penelitian ini menyimpulkan bahwa ada pengaruh kepercayaan konsumen dalam melihat tagline iklan JD.id di media televisi #DijaminOri versi kena tipu terhadap brand awareness. Kata kunci: kepercayaan konsumen, brand awareness

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 19 098
NIM/NIDN Creators: 44314110026
Uncontrolled Keywords: kepercayaan konsumen, brand awareness
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 > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.7 Data in Computer Systems/Data dalam Sistem-sistem Komputer > 005.71 Data Communications/Komunikasi Data
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.6 Communication Psychology/Psikologi Komunikasi > 153.69 Nonverbal Communication/Komunikasi Nonverbal
700 Arts/Seni, Seni Rupa, Kesenian > 780 Music/Seni Musik > 780.1-780.9 Standard Subdivisions of Music/Subdivisi Standar Dari Seni Musik > 780.1 Philosophy of Music/Filsafat Seni Musik > 780.14 Language and Communication/Bahasa dan Komunikasi
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Virda Syifa
Date Deposited: 03 Dec 2018 07:41
Last Modified: 17 Mar 2023 01:56
URI: http://repository.mercubuana.ac.id/id/eprint/45830

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