Panji Pratama Rusli, - (2021) PERBANDINGAN EFEKTIVITAS BRAND AMBASSADOR INTERNASIONAL DAN NASIONAL (STUDI KASUS BRAND AMBASSADOR BLACKPINK DAN DIDI KEMPOT PADA SHOPEE). S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Revolution industry 4.0 makes a big disruption a lot of business into the online world. Massive growth smartphone user and internet user in Indonesia, impact positively for company profit online. Shopee as the biggest ASEAN e-commerce marketplace significantly grow and have millions of user just from Indonesia. This research aims to overview whether if there is a big comparison effect from International and National Brand Ambassador to the brand, in this case, Blackpink and Didi Kempot to Shopee. The research methods are descriptive and verification, with 100 samples from Shopee users that have ever seen Blackpink or Didi Kempot be a Shopee Brand Ambassador. The analysis technique used in this research was Mann Whitney U-Test using SPSS software. The output showed that Blackpink as a Brand Ambassador in Shopee is more impact than Didi Kempot. The most significant shown in attraction indicator, where major users more like Blackpink than Didi Kempot for 16-25 years old, that they feel proud and happier when Blackpink become the Brand Ambassador of Shopee at that time. In the future, it is expected the company to use International Brand Ambassador for a new brand or product for the recognition.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Perbandingan, Efektivitas Brand Ambassador, Shopee, Blackpink, Didi Kempot |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Panji Pratama Rusli |
| Date Deposited: | 24 Aug 2021 09:09 |
| Last Modified: | 24 Aug 2021 09:09 |
| URI: | http://repository.upi.edu/id/eprint/64150 |
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