PENGARUH PENGGUNAAN TAGLINE ‘TASYA FARASYA APPROVED’ PADA NAMA PRODUK DI SHOPEE TERHADAP MINAT BELI KONSUMEN (Survei Terhadap Generasi Z Di Jabodetabek)

Rizky Putri Ramadhani, . (2024) PENGARUH PENGGUNAAN TAGLINE ‘TASYA FARASYA APPROVED’ PADA NAMA PRODUK DI SHOPEE TERHADAP MINAT BELI KONSUMEN (Survei Terhadap Generasi Z Di Jabodetabek). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Taglines are now not only for products or brands but also for public figures or celebrities. An example is "Tasya Farasya Approved," used by Indonesian beauty influencer Tasya Farasya. Many sellers on Shopee use this tagline in their product names to attract consumer interest. This research aims to determine the influence of using the "Tasya Farasya Approved" tagline in Shopee product names on consumer purchase intention. The theory used in this study is the Cognitive Response Theory. The research method applied is quantitative explanatory, using non-probability sampling techniques with purposive sampling type. The population of this study is Generation Z in Jabodetabek with a total sample of 100 respondents. The results of the coefficient of determination test in this study indicate that 40.5 percent of consumer purchase intention is influenced by the use of "Tasya Farasya Approved" in Shopee product names. The hypothesis test results show that the greater the use of "Tasya Farasya Approved" in Shopee product names, the higher the consumer purchase intention.

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil: 2010411183] [Pembimbing: Anindita Lintangdesi Afriani] [Penguji 1: Drina Intyaswati] [Penguji 2: Dede Suprayitno]
Uncontrolled Keywords:	Tagline Influence, Tasya Farasya Approved, Consumer Purchase Intention, Generation Z, Cognitive Response
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User:	RIZKY PUTRI RAMADHANI
Date Deposited:	26 Aug 2024 01:38
Last Modified:	26 Aug 2024 01:38
URI:	http://repository.upnvj.ac.id/id/eprint/32943

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