NOVIANTI, ANISA FRIDA (2022) PENGARUH CO-BRANDING DEAR ME BEAUTY DENGAN SASA TERHADAP CITRA PERUSAHAAN PT SASA INTI (KANTOR PUSAT JAKARTA). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The growth of the food seasoning and flavoring industry is increasing, leading to competition in the industry. With increasing competition, branding must also be strengthened. One type of branding that is often used by companies is co-branding. Sasa did co-branding with Dear Me Beauty, proves that cross-category collaboration nowadays is very possible and can create tremendous enthusiasm. The purpose of this study was to determine the effect of Co-branding conducted by Dear Me Beauty with Sasa on the corporate image of PT. Core Sasa. This study discusses the Co-branding between Sasa and Dear Me Beauty on the corporate image of PT. Core Sasa. Researchers use the model of image formation, Public Relations, Organizational Communication, Branding, Co-branding, and Corporate Image. The research method in this research is the survey method and the type of quantitative research. The number of samples is 103 respondents who are followers of the Instagram account @sasamelezatkan. The data sources used are primary data from questionnaires and secondary data from literature studies, books, journals, and other references. The data analysis technique uses simple Linear Regression Analysis and the hypothesis test used is the Partial Test (T-Test). The results showed that there was a significant effect between Co-branding Dear Me Beauty and Sasa on the corporate image of PT Sasa Inti, this was obtained from the results of partial hypothesis testing (T-test) where the t-count value was 9.199 where this figure was greater. >from t table of 1,983. This shows that the t count > t table means that Ho is rejected, and Ha is accepted, thus the hypothesis in this study is accepted. The effect of variable X (Co-branding) on variable Y (Corporate Image) is 45.6%. Keywords: Branding, Co-branding, Image, Corporate Image, Communication. Pertumbuhan industri bumbu makanan dan penyedap rasa yang semakin meningkat, menimbulkan adanya persaingan dalam industri tersebut. Dengan persaingan yang semakin besar, maka branding juga harus diperkuat lagi. Salah satu jenis branding yang sering digunakan oleh perusahaan yaitu melalui co-branding. Sasa melakukan co-branding bersama Dear Me Beauty, hal ini membuktikan bahwa koloborasi cross category di masa sekarang sangat memungkinkan dan dapat menciptakan antusiasme yang luar biasa. Tujuan penelitian ini untuk mengetahui pengaruh dari Co-branding yang dilakukan oleh Dear Me Beauty dengan Sasa terhadap Citra Perusahaan PT. Sasa Inti. Penelitian ini membahas mengenai Co-branding antara Sasa dengan Dear Me Beauty terhadap citra perusahaan PT. Sasa Inti. Peneliti menggunakan Model pembentukan citra, Public Relations, Komunikasi Organisasi, Branding, Co-branding, Citra Perusahaan. Metode penelitian dalam penelitian ini adalah metode survei dan jenis penelitian kuantitatif. Jumlah sampel 103 responden yang merupakan pengikut akun Instagram @sasamelezatkan. Adapun sumber data yang digunakan adalah data primer dengan kuesioner dan data sekunder dari studi pustaka, buku, jurnal serta referensi lain. Teknik analisis data menggunakan Analisis Regresi Linear sederhana dan uji hipotesis yang digunakan adalah Uji Pasial (Uji T). Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara Co-branding Dear Me Beauty dengan Sasa Terhadap Citra Perusahaan PT Sasa Inti, hal ini diperoleh dari hasil pengujian hipotesis secara parsial (Uji T) dimana diperoleh nilai t hitung sebesar sebesar 9,199 dimana angka ini lebih besar > dari t tabel sebesar 1,983. Hal ini menunjukkan t hitung > t tabel maka berarti Ho ditolak dan Ha diterima dengan demikian hipotesis dalam penelitian ini diterima. Pengaruh variabel X (Co-branding) terhadap variabel Y (Citra Perusahaan) adalah sebesar 45, 6%. Kata Kunci: Branding, Co-branding, Citra, Citra Perusahaan, Komunikasi.
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