PENGARUH LOUISSE SCARLETT SEBAGAI KEY OPINION LEADER TERHADAP BRAND AWARENESS PRODUK REALFOOD PADA PENGIKUT AKUN TIKTOK @LOUISSESCARLETTFAMILY DI JAKARTA BARAT

FADHILAH, FALAH (2024) PENGARUH LOUISSE SCARLETT SEBAGAI KEY OPINION LEADER TERHADAP BRAND AWARENESS PRODUK REALFOOD PADA PENGIKUT AKUN TIKTOK @LOUISSESCARLETTFAMILY DI JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Key Opinion Leader as a marketing tool related to the product, service or brand of a company. Therefore, the more recognized a brand is, the more it will increase demand from customers regarding the products, services or brands offered. This study aims to determine and explain the effect of Louisse Scarlett as a Key Opinion Leader on Brand Awareness of Realfood products on followers of the Tiktok @louisseScarlettfamily account in West Jakarta. This study uses a quantitative method based on the positivism paradigm. The population of this study were followers of the Tiktok @louissescarlettfamiliy account in West Jakarta. The sample withdrawal in this study used probability sampling technique with a total of 100 respondents calculated using the slovin formula. The results obtained from this study are the influence of Louisse Scarlett as a Key Opinion Leader on Brand Awareness of Realfood products on Tiktok @louisseScarlettfamily account followers in West Jakarta by 87.1% while the remaining 93.4% is influenced by other indicator dimensions of this study. The results of the simple linear regression test conducted obtained the result that every 1% increase in the value of the key opinion leader value, the brand awareness value increases by 0.472. Therefore, it can be concluded that Louisse Scarlett as a Key Opinion Leader has a significant effect on Brand Awareness for followers of the Tiktok @louissescarlett account in West Jakarta. Keywords: Key Opinion Leader, Brand Awareness, Louisse Scarlett Keywords: Key Opinion Leader, Brand Awareness, Louisse Scarlett Key Opinion Leader sebagai alat pemasaran terkait produk, jasa atau brand dari sebuah perusahaan. Maka dari itu, semakin dikenalnya sebuah brand maka akan semakin meningkatkan permintaan dari pelanggan terkait produk, jasa atau brand yang ditawarkan. Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh Louisse Scarlett sebagai Key Opinion Leader terhadap Brand Awareness produk Realfood pada pengikut akun Tiktok @louisseScarlettfamily di Jakarta Barat. Penelitian ini menggunakan metode kuantitatif berdasarkan paradigma positivism. Populasi penelitian ini adalah pengikut dari akun Tiktok @louissescarlettfamiliy di Jakarta Barat. Penarikan sampel dalam penelitian ini menggunakan teknik penarikan probability sampling dengan jumlah responden sebanyak 100 yang dihitung dengan rumus slovin. Hasil yang diperoleh dari penelitian ini adalah adanya pengaruh Louisse Scarlett sebagai Key Opinion Leader terhadap Brand Awareness produk Realfood pada pengikut akun Tiktok @louisseScarlettfamily di Jakarta Barat sebesar 87,1% sedangkan 93,4% sisanya dipengaruhi dimensi indikator lain dari penelitian ini. Hasil uji regresi linear sederhana yang dilakukan mendapatkan hasil bahwa setiap penambahan 1% nilai nilai key opinion leader, maka nilai brand awareness bertambah sebesar 0,472. Oleh sebab itu dapat disimpulkan bahwa Louisse Scarlett sebagai Key Opinion Leader berpengaruh signifikan terhadap Brand Awareness bagi pengikut akun Tiktok @louissescarlett di Jakarta Barat. Kata Kunci: Key Opinion Leader, Brand Awareness, Louisse Scarlett

Item Type: Thesis (S1)
Call Number CD: FK/PR. 24 100
Call Number: SK/42/24/050
NIM/NIDN Creators: 44219010115
Uncontrolled Keywords: Key Opinion Leader, Brand Awareness, Louisse Scarlett
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 > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 303 Social Process/Proses Sosial > 303.3 Coordination and Control/Koordinasi dan Kontrol > 303.38 Public Opinion/Opini Publik
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: khalimah
Date Deposited: 27 Apr 2024 07:01
Last Modified: 27 Apr 2024 07:01
URI: http://repository.mercubuana.ac.id/id/eprint/88273

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