Rizka Deva Ulhaq, . (2022) PENGARUH KREDIBILITAS BRAND AMBASSADOR MAUDY AYUNDA TERHADAP BRAND EQUITY CIMB NIAGA (Survei pada Komunitas Kejar Mimpi JABODETABEK). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The use of Brand Ambassadors is the most common marketing communication strategy used by every company or brand. Like Maudy Ayunda who is the Brand Ambassador of Bank CIMB Niaga, therefore this research focuses on how the influence of Brand Ambassador Maudy Ayunda on CIMB Niaga Brand Equity through the Kejar Mimpi Movement. This research was conducted on active members in each Kejar Mimpi Community in the cities of Jakarta, Bogor, Depok, Tangerang, South Tangerang and Bekasi. This research is a census research that uses quantitative methods with descriptive research types. Researchers use Source Credibility Theory which can generally be used to measure the credibility of a communicator or communication source. In analyzing the data, researchers conducted validity and reliability tests, correlation tests, simple linear regression tests, coefficient of determination to hypothesis testing. The results of the coefficient of determination in this study indicate that Brand Ambassador Maudy Ayunda has an influence on CIMB Niaga Brand Equity of 93.7% and the rest is influenced by other factors. Then the results of other data analysis also show a strong positive relationship between the X variable and the Y variable. Therefore, it can be concluded that the Credibility of Brand Ambassador Maudy Ayunda has a significant effect on CIMB Niaga Brand Equity.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 1810411293] [Pembimbing: Windhi Tia Saputra] [Penguji 1: Aan Setiadarma] [Penguji 2: Ratu Laura Mulia B.P] |
| Uncontrolled Keywords: | Brand Ambassador, Brand Equity, Kredibilitas, Gerakan Kejar Mimpi, Maudy Ayunda |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HT Communities. Classes. Races |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Rizka Deva Ulhaq |
| Date Deposited: | 14 Sep 2022 04:02 |
| Last Modified: | 14 Sep 2022 04:02 |
| URI: | http://repository.upnvj.ac.id/id/eprint/20900 |
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