PENGARUH PENGGUNAAN BRAND AMBASSADOR AGNEZ MO DALAM PROMOSI DI EVENT LAZADA 11.11 HARGA BANTING TERHADAP MINAT BELI KONSUMEN PADA APLIKASI BELANJA ONLINE LAZADA (Survei pada pengikut akun Instagram @lazada_id)

MUTIA, WULAN ANGGRAENI (2022) PENGARUH PENGGUNAAN BRAND AMBASSADOR AGNEZ MO DALAM PROMOSI DI EVENT LAZADA 11.11 HARGA BANTING TERHADAP MINAT BELI KONSUMEN PADA APLIKASI BELANJA ONLINE LAZADA (Survei pada pengikut akun Instagram @lazada_id). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of using Brand Ambassador Agnez Mo in promotions at the Lazada 11.11 Price Banting event on consumer buying interest in the Lazada online shopping application. This research is a descriptive quantitative research with a positivistic paradigm. The measurement of the effect of using Brand Ambassador is done using VisCAP theory. The measurement results are analyzed with an explanation of the factors that are the reasons for respondents in responding to Buying Interest which refers to the indicators of the Hierarchy of Effect. The final result of the calculation from this study proves that the use of Brand Ambassador Angez Mo in promotions at the Lazada 11.11 Price Banting event has a Positive and Significant effect on Consumer Buying Interest in the Lazada online shopping application. Keywords: Brand Ambassador, Buying Interest, Hierarchy of Effect, VisCAP. Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan Brand Ambassador Agnez Mo dalam promosi di event Lazada 11.11 Harga Banting terhadap minat beli konsumen pada aplikasi belanja online Lazada. Penelitian ini merupakan penelitian kuantitatif deskriptif dengan paradigm positivistik. Pengukuran dari pengaruh penggunaan Brand Ambassador dilakukan menggunakan teori VisCAP. Hasil pengukuran dianalisis dengan penjelasan dari faktor-faktor yang menjadi alasan responden dalam memberi respon Minat Beli yang mengacu pada indikator dari Hierarchy of Effect. Hasil akhir perhitungan dari penelitian ini membuktikan bahwa penggunaan Brand Ambassador Angez Mo dalam promosi di event Lazada 11.11 Harga Banting berpengaruh Positif dan Signifikan terhadap Minat Beli Konsumen pada aplikasi belanja online Lazada. Kata Kunci: Brand Ambassador, Minat Beli, Hierarchy of Effect, VisCAP.

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 22 064
NIM/NIDN Creators: 44318010011
Uncontrolled Keywords: Brand Ambassador, Minat Beli, Hierarchy of Effect, VisCAP.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.91 Influence of Physical Environment and Conditions/Pengaruh Lingkungan dan Kondisi Fisik
500 Natural Science and Mathematics/Ilmu-ilmu Alam dan Matematika > 530 Physics/Fisika > 536 Heat/Panas
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: ELMO ALHAFIIDH PUTRATAMA
Date Deposited: 24 Oct 2022 02:26
Last Modified: 26 Oct 2022 06:08
URI: http://repository.mercubuana.ac.id/id/eprint/70809

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