Iqbal Fadlil 'Abdillah Shodikin, - (2023) PENGARUH INFLUENCER MARKETING TERHADAP CUSTOMER-BASED BRAND EQUITY: Survei pada Pengikut Instagram Vivo Indonesia. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
ABSTRAK Iqbal Fadlil Abdillah (1806116), Pengaruh Influencer Marketing terhadap Customer-Based Brand Equity (Survei pada Pengikut Instagram Vivo Indonesia) dibawah bimbingan Drs. Girang Razati, M. Si. dan Dr. Dita Amanah, MBA. Penelitian ini bertujuan untuk mengetahui Pengaruh Influencer Marketing terhadap Customer-Based Brand Equity. Jenis penelitian yang digunakan adalah deskriptif verifikatif yaitu dengan penggambaran dan pemaparan variabel-variebel yang diteliti dan kemudian ditarik kesmpulan. Variavel dependen dalam penelitian ini adalah customer-based brand equity (Y), dan influencer marketing (X) sebagai variabel independen. Populasi dalam penelitian ini adalah Pengikut Instagram Vivo Indonesia. Pengambilan sampel dalam penelitian ini menggunakan metode simple random sampling (pengambilan sampel secara acak) dengan menggunakan teknik probability sampling terhadap 454 pengguna. Teknik analisis yang digunakan adalah analisis Regresi Linier Sederhana dengan alat bantu software SPSS 26.0 for Windows. Hasil temuan penelitian ini menunjukan bahwa gambaran influencer marketing terhadap customer-based brand equity berada pada kategori baik. Influencer marketing memiliki pengaruh yang positif dan signifikan terhadap customer-based brand equity. berdasarkan hasil survei tersebut, penulis merekomendasikan beberapa hal mengenai dampak dari influencer marketing terhadap customer-based brand equity. Variabel influencer marketing dengan dimensi terhedah: attractive, dan variabel customer-based brand equity dengan variabel terendah: brand performance. Oleh karena itu, penulis memiliki rekomendasi supaya perusahaan Vivo Indonesia dapat memperlakukan pelanggan dengan tepat, memberikan penyelesaian atau solusi masalah dengan tepat dan akurat, mengapresiasi pelanggan, menghormati pelanggan, menjaga kenyamanan pelanggan, dan menjaga loyalitas pelanggan dengan baik serta memberikan pelayanan yang bermanfaat sehingga mempermudah pelanggan dalam penggunaan produk Vivo Indonesia. Kata kunci: Influencer Marketing, Customer-Based Brand Equity, Smartphone ABSTRACT Iqbal Fadlil Abdillah (1806116), The Effect of Influencer Marketing on Customer-Based Brand Equity (Survey of Vivo Indonesia's Instagram Followers) under the guidance of Drs. Girang Razati, M.Si. and Dita Amanah, Dr., MBA. This study aims to determine the effect of influencer marketing on customer-based brand equity. The type of research used is descriptive verification, namely by describing and explaining the variables studied and then drawing conclusions. The dependent variables in this study are customer-based brand equity (Y), and influencer marketing (X) as independent variables. The population in this research is Vivo Indonesia's Instagram Followers. Sampling in this study using simple random sampling method (random sampling) using probability sampling technique on 454 users. The analysis technique used is Simple Linear Regression analysis with SPSS 26.0 for Windows software tools. The findings of this study indicate that influencer marketing's description of customer-based brand equity is in the good category. Influencer marketing has a positive and significant influence on customer-based brand equity. based on the survey results, the authors recommend a number of things regarding the impact of influencer marketing on customer-based brand equity. The influencer marketing variable with the lowest dimension: attractive, and the customer-based brand equity variable with the lowest variable: brand performance. Therefore, the author has recommendations so that the Vivo Indonesia company can treat customers appropriately, provide appropriate and accurate resolution or problem solutions, appreciate customers, respect customers, maintain customer comfort, and maintain customer loyalty properly and provide useful services to make it easier customers in using Vivo Indonesia products. Keywoard: Influencer Marketing, Customer-Based Brand Equity, Smartphone
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | ID SINTA DOSEN PEMBIMBING: Girang Razati : 5984831 Dita Amanah : 5984831 |
| Uncontrolled Keywords: | Influencer Marketing, Customer-Based Brand Equity, Smartphone |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis |
| Depositing User: | Iqbal Fadlil 'Abdillah Shodikin |
| Date Deposited: | 17 Oct 2023 13:40 |
| Last Modified: | 17 Oct 2023 13:40 |
| URI: | http://repository.upi.edu/id/eprint/109178 |
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