PENGARUH BRAND IMAGE MARKETPLACE SHOPEE TERHADAP PERSEPSI PADA MAHASISWA/I FAKULTAS ILMU KOMUNIKASI UNIVERSITAS MERCU BUANA KRANGGAN (SURVEY MAHASISWA/I AKTIF TAHUN 2018 & 2019)

SITIO, SEPTIA NANDYPTA (2022) PENGARUH BRAND IMAGE MARKETPLACE SHOPEE TERHADAP PERSEPSI PADA MAHASISWA/I FAKULTAS ILMU KOMUNIKASI UNIVERSITAS MERCU BUANA KRANGGAN (SURVEY MAHASISWA/I AKTIF TAHUN 2018 & 2019). S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Persepsi merupakan proses dengan mana para individu mengatur dan menginterpretasikan kesan-kesan sensoris mereka guna memberikan arti bagi lingkungannya. Salah satu variabel yang memiliki pengaruh terhadap persepsi adalah brand image. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Brand Image Marketplace Shopee terhadap Persepsi Mahasiswa/i Ilmu Komunikasi Universitas Mercu Buana Kranggan. Dalam penelitian ini peneliti mengunakan paradigma Klasik dan jenis penelitian kuantitatif dan bersifat deksriptif. Populasi penelitian adalah Mahasiswa/i tahun 2018/2019 Universitas Mercu Buana Kranggan Fakultas Ilmu Komunikasi aktif pengguna Marketplac Shopee, sehingga didapatkan sampel sebanyak 50 responden sesuai kriteria yang digunakan dalam pemilihan sampel. Teknik pengumpulan data menggunakan angket atau kuisioner dengan skala likert. Berdasarkan hasil penelitian menunjukkan secara parsial variabel Brand Image Marketplace Shopee berpengaruh positif dan signifikan terhadap Persepsi Mahasiswa/I Fikom Universitas Mercubuana Kranggan. Pada tingkat signifikansi 5% Variabel Brand Image secara bersama-sama (simultan) berpengaruh terhadap Persepsi (Y). Hasil ini menunjukkan bahwa Brand Image Shopee dapat diukur sehingga dapat digunakan untuk memprediksi Persepsi (Y) Mahasiswa/i Fikom Universitas Mercubuana Kranggan. Kata Kunci: Brand Image, Recognition , Reputation,Affinity dan Persepsi ABSTRACT Perception is the process by which individuals organize and interpret their sensory impressions to give meaning to their environment. One variable that has an influence on perception is brand image. This study aims to determine and analyze the effect of Shopee's Marketplace Brand Image on Student Perceptions of Communication Studies at Mercu Buana Kranggan University. In this research, the researcher uses the classical paradigm and the type of research is quantitative and descriptive. The research population was students in 2018/2019 Mercu Buana Kranggan University, Faculty of Communication, active users of Marketplac Shopee, so that a sample of 50 respondents was obtained according to the criteria used in the sample selection. Data collection techniques using a questionnaire or questionnaire with a Likert scale. Based on the results of the study, partially the Shopee Brand Image Marketplace variable has a positive and significant effect on the Perceptions of Students/I Fikom University of Mercubuana Kranggan. At a significance level of 5% Brand Image Variables simultaneously (simultaneously) have an effect on Perception (Y). These results indicate that Shopee's Brand Image can be measured so that it can be used to predict the Perception (Y) of Students of Fikom University of Mercubuana Kranggan. Keywords : Brand Image, Recognition,Reputation,Affinity,Perception

Item Type: Thesis (S1)
Call Number CD: FK/PR 22 032
NIM/NIDN Creators: 44218210028
Uncontrolled Keywords: Kata Kunci: Brand Image, Recognition , Reputation,Affinity dan Persepsi
Subjects: 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: siti maisyaroh
Date Deposited: 08 Dec 2022 04:08
Last Modified: 08 Dec 2022 05:56
URI: http://repository.mercubuana.ac.id/id/eprint/72283

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