PENGARUH BRAND IMAGE MAYBELLINE TERHADAP PERILAKU CHECKOUT ABANDONMENT (Studi Survey Kepada Followers Akun Shopee Maybelline Indonesia Official Store)

SAPUTRI, DIAH (2025) PENGARUH BRAND IMAGE MAYBELLINE TERHADAP PERILAKU CHECKOUT ABANDONMENT (Studi Survey Kepada Followers Akun Shopee Maybelline Indonesia Official Store). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

When a brand that has been present and established for a long time and has a brand image in the minds of its consumers, as technology develops the popularity of the brand is defeated by new brands. This is one of the impacts of technological developments that make the brand must be able to continue to improve their brand image so as not to be forgotten by consumers and give a new impression to more consumers. Basically, people always choose things that they think are suitable and will ultimately have an effect, just as people choose the brands they use according to their knowledge of these brands. Uses and Effect theory is a theory that explains the relationship that occurs between mass communication delivered through mass media, then ultimately causes an effect after using certain mass media. In this study, maybelline consumers, especially followers of the shopee @maybelline Indonesia official store account, get the effect of communication carried out by Maybelline through mass media. This study uses a Quantitative method that tests whether there is an influence that occurs between Maybelline Brand Image and Checkout Abandonement Behavior. Which often occurs in online shopping systems for various reasons, one of which is because of the brand image of the product. This research uses accidental sampling, which is conducted to respondents with the criteria of those who are followers of the @Maybelline Official Store account and/or those who have bought Maybelline products at least once, with a sample of 100 respondents. The results obtained from the influence caused by Maybelline's brand image on checkout abandonment behavior are 12.9%, with a relationship level of 0.360 (weak). Key Words: Effect, Brand Image, Perilaku, Checkout Abandonment, Maybelline. Ketika sebuah brand yang telah hadir dan berdiri sejak lama serta telah memiliki brand image dibenak para konsumennya, seiring berkembangnya teknologi popularitas dari brand tersebut terkalahkan dengan brand – brand yang baru hadir. Hal ini menjadi salah satu dampak dari perkembangan teknologi yang membuat brand tersebut harus mampu terus meningkatkan brand image mereka agar tidak terlupakan oleh para konsumen dan memberikan kesan baru kepada lebih banyak konsumen. Pada dasarnya Masyarakat selalu memilih hal yang menurut mereka cocok dan pada akhirnya akan memberikan sebuah efek, seabagaimana Masyarakat memilih brand yang mereka gunakan sesuai dengan pengetahuan mereka akan brand tersebut. Teori Uses and Effect merupakan teori yang menjelaskan perihal hubungan yang terjadi antara komunikasi massa yang disampaikan melalui media massa, lalu pada akhirnya menimbulkan sebuah effects setelah menggunakan media massa tertentu. Dalam penelitian ini para konsumen maybelline, khususnya para followers akun shopee @maybelline Indonesia official store yang mendapatkan effect dari komunikasi yang dilakukan oleh Maybelline melalui media massa. Penelitian ini menggunakan metode survey yang menguji apakah adanya pengaruh yang terjadi antara Brand Image Maybelline Terhadap Perilaku Checkout Abandonement. Yang sering kali terjadi pada sistem pembelanjaan online dengan berbagai macam alasan, yang salah satu diantaranya karena brand image dari produk tersebut. Penelitian ini menggunakan accidental sampling, yang dilakukan kepada responden dengan kriteria merupakan followers akun @Maybelline Official Store dan/atau mereka yang pernah minimal sekali membeli produk Maybelline, dengan sampel sebanyak 100 responden. Didapatkan hasil pengaruh yang ditimbulkan dari brand image Maybelline terhadap perilaku checkout abandonment yaitu sebesar 12,9%, dengan taraf hubungan sebesar 0,360 (lemah). Kata Kunci: Pengaruh, Brand Image, Perilaku, Checkout Abandonment, Maybelline

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 25 003
NIM/NIDN Creators:	44221010197
Uncontrolled Keywords:	Pengaruh, Brand Image, Perilaku, Checkout Abandonment, Maybelline
Subjects:	500 Natural Science and Mathematics/Ilmu-ilmu Alam dan Matematika > 520 Comprehensive Works of Astronomy/Karya Komprehensif tentang Astronomi > 526 Marhematical Geography/Geografi Matematis > 526.9 Surveying/Survey 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek 900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	04 Jan 2025 07:43
Last Modified:	04 Jan 2025 07:43
URI:	http://repository.mercubuana.ac.id/id/eprint/93386

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