Della Damayanti, . (2024) PENGARUH PESAN IKLAN SIRUP MARJAN DI TELEVISI TIAP BULAN RAMADAN TERHADAP BRAND LOYALTY KONSUMEN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Ramadan is a special moment for many consumers in Indonesia. Advertising messages aired during Ramadan often touch on spiritual, family, and kindness values, which can affect consumers' perceptions and emotions towards the brand. However, there have not been many in-depth studies on advertising messages that can affect increasing consumer brand loyalty. This study aims to determine the influence of the Marjan Syrup Advertising Message “Baruna Sang Penjaga Samudra” on Television every Ramadan on Consumer Brand Loyalty. Theory of Emotion and Influence in Marketing Communication. The research method used in this study is quantitative explanatory. The sampling technique uses purposive sampling and the population of this study is consumers as well as viewers of Marjan syrup advertisements on television with a sample number of 100 results from the Lemeshow formula. The results of the determination coefficient test showed that the Marjan Syrup Advertising Message “Baruna Sang Penjaga Samudra” on Television every Ramadan had an effect on consumer brand loyalty by 69.7% and as much as 30.3% was most likely influenced by other factors outside this study.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2010411079] [Pembimbing: Windhi Tia Saputra] [Penguji 1: Rini Riyantini] [Penguji 2: Ahmad Zakki Abdullah] |
| Uncontrolled Keywords: | Advertising, Advertising Messages, Brand Loyalty, Television Commercials |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| 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: | DELLA DAMAYANTI |
| Date Deposited: | 19 Sep 2024 02:48 |
| Last Modified: | 19 Sep 2024 02:48 |
| URI: | http://repository.upnvj.ac.id/id/eprint/33144 |
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