PENGARUH SPECIAL EVENT “EXCLUSIVE CONTENT: PUNCAK HARI BELANJA KONSUMEN 3.15” DI SHOPEE LIVE TERHADAP CORPORATE IMAGE PT SHOPEE INTERNATIONAL INDONESIA (Survey terhadap Pengguna Aktif Shopee Indonesia Pada Acara Exclusive Content 15 Maret 2022)

LAURENSIA, STEFANI (2023) PENGARUH SPECIAL EVENT “EXCLUSIVE CONTENT: PUNCAK HARI BELANJA KONSUMEN 3.15” DI SHOPEE LIVE TERHADAP CORPORATE IMAGE PT SHOPEE INTERNATIONAL INDONESIA (Survey terhadap Pengguna Aktif Shopee Indonesia Pada Acara Exclusive Content 15 Maret 2022). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study is aimed to know and explain the influence of the “Exclusive Content: Puncak Hari Belanja Konsumen 3.15” special event on Shopee Live for the corporate image of PT Shopee International Indonesia. This study uses quantitative methods based on the positivism paradigm. The population used in this study are the Shopee users who watched Exclusive Content event on Shopee Live which are 20 million people in total. This study uses simple random sampling technique which was calculated using slovin formula and find the result of 100 respondents. The data analysis test is using IBM SPSS 22. The corporate image value increases by 0.745 and if there is no increase in the special event value, then the corporate image value is 12.031. The data obtained states that the regression coefficient is positive and the direction of the influence of the special event variable (X) on the corporate image variable (Y) is positive with a magnitude of 55,6%. Therefore, the holding of special events can maintain the company's corporate image to maintain a positive image in the eyes of the public. Keywords: Special Event, Corporate Image, Exclusive Content, Puncak Hari Belanja Konsumen, Shopee Penelitian ini dibuat bertujuan untuk mengetahui dan menjelaskan pengaruh dari special event Exclusive Content: Puncak Hari Belanja Konsumen 3.15 di Shopee Live terhadap Corporate Image PT Shopee International Indonesia. Metode pada penelitian ini menggunakan metode kuantitatif berlandaskan paradigma positivisme. Populasi yang digunakan pada penelitian ini adalah para pengguna aktif Shopee yang menonton acara puncak Exclusive Content 3.15 di Shopee Live yang berjumlah 20 juta orang. Penarik sampel menggunakan teknik simple random sampling yang dihitung menggunakan rumus Slovin dengan hasil 100 responden. Uji analisis data menggunakan IBM SPSS 22. Nilai corporate image bertambah sebesar 0,745 dan apabila tidak ada kenaikan pada nilai special event, maka nilai corporate image adalah 12,031. Data yang diperoleh ini menyebutkan bahwa koefisien regresi ini bernilai positif dan arah pengaruh variabel special event (X) terhadap variabel corporate image adalah positif dengan besar pengaruhnya sebanyak 55,6%. Oleh sebab itu, adanya penyelenggaraan special event dapat mempertahankan corporate image perusahaan untuk menjaga image tersebut tetap positif di mata publik. Kata Kunci: Special Event, Corporate Image, Exclusive Content, Hari Belanja Konsumen, Shopee

Item Type: Thesis (S1)
Call Number CD: FK/PR. 23 003
Call Number: SK/42/23/015
NIM/NIDN Creators: 44219010048
Uncontrolled Keywords: Special Event, Corporate Image, Exclusive Content, Hari Belanja Konsumen, Shopee
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.24 Content/Isi Komunikasi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 03 Mar 2023 01:59
Last Modified: 03 Mar 2023 01:59
URI: http://repository.mercubuana.ac.id/id/eprint/74571

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