Indar Amila Azizah, . (2023) HUBUNGAN BRAND AMBASSADOR NCT 127 DENGAN SIKAP KONSUMEN BLIBLI: Survei Pada Followers Instagram @bliblidotcom. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to see how much the credibility of NCT 127 as a brand ambassador has a relationship with the consumer attitude of Blibli using source credibility theory. This theory explains that a person is considered credible if he has characteristics, like expertise, trustworthiness, and attractiveness. The method used in this research is quantitative with a correlational approach. The sample in this study was taken using a probability sampling technique with a simple random sampling method. In collecting data, researchers used survey methods in the form of questionnaires distributed to one hundred respondents. The data obtained is then processed using a correlation test and hypothesis testing (t-test). The final results of this study show that the higher credibility of NCT 127 as a brand ambassador, the higher altitude of Blibli consumers. In addition, based on the results of the correlation test, it can be concluded that of the three components of credibility, the trustworthiness aspect has a strong degree of relationship with consumer attitudes, while the expertise aspect has a moderate or sufficient degree of relationship, and the attractiveness aspect has a low degree of relationship.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1910411207] [Pembimbing: Witanti Prihatiningsih] [Penguji 1: Drina Intyaswati] [Penguji 2: Ratu Laura Mulia Baskara Putri] |
| Uncontrolled Keywords: | Brand Ambassador, Credibility, Consumer Attitude |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Indar Amila Azizah |
| Date Deposited: | 26 Jul 2023 06:31 |
| Last Modified: | 26 Jul 2023 06:31 |
| URI: | http://repository.upnvj.ac.id/id/eprint/25996 |
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