Hertanti Nova Oktaviai, - (2022) PENGARUH BRAND IMAGE DAN VIDEO IKLAN VIVO V23 “INSPIRE EVERY PORTRAIT” TERHADAP KEPUTUSAN PEMBELI: STUDI KASUS MAHASISWA UPI KAMPUS CIBIRU. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Teknologi industri global menyatakan ada 5 merek smartphone yang menguasai pasar Indonesia di Kuartal-II 2021 yaitu xiaomi, vivo, oppo, Samsung, dan realme. Berdasarkan hasil survey mahasiswa Pendidikan Multimedia UPI Kampus Cibiru angkatan 2018, sebesar 52,4% menggunakan merek smarthone Vivo untuk menunjang kegiatan sehari-hari mereka, di era pandemi saat ini penjualan PT. Vivo Mobile Indonesia juga mengalami peningkatan yang cukup signifikan karena selama masa pandemi banyak masyarakat khususnya pelajar dan mahasiswa yang memutuskan untuk membeli smartphone baru guna memudahkan mereka dalam melakukan pembelajaran yang dilakukan secara daring.. Penelitian ini bertujuan untuk mengetahui pengaruh brand image dan video iklan serta variable apa yang paling berpengaruh terhadap keputusan pembelian Vivo V23 “Inspire Every Portrait” pada Mahasiswa UPI Kampus Cibiru. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan deskriptif dengan sample sebanyak 75 responden Mahasiswa UPI Kampus Cibiru. Hasil uji t variabel brand image adalah 0,000 < 0,05 dengan thitung5,846 > ttabel1,996, dan video iklan 0,000 < 0,05 dengan thitung4,267 > ttabel1,996. Serta hasil uji f adalah 0,000 < 0,05 dan fhitung25.481 > ftabel3,12. Sehingga dapat disimpulkan brand image dan video iklan secara bersama sama memiliki pengaruh yang signifikan terhadap keputusan pembeli. ------ Global industrial technology states that there are 5 smartphone brands that dominate the Indonesian market in the second quarter of 2021, namely xiaomi, vivo, oppo, Samsung, and realme. Based on the results of the 2018 UPI Cibiru Campus Multimedia Education student survey, 52.4% use the Vivo smartphone brand to support their daily activities, in the current pandemic era sales of PT. Vivo Mobile Indonesia also experienced a significant increase because during the pandemic many people, especially students and college students, decided to buy a new smartphone to make it easier for them to do online learning. This study aims to determine the effect of brand image and video advertising as well as other variables. what has the most influence on the purchase decision of the Vivo V23 “Inspire Every Portrait” at UPI Students, Cibiru Campus. The research method used is a quantitative method with a descriptive approach with a sample of 75 students from UPI Cibiru Campus. The results of the t-test of the brand image variable were 0.000 < 0.05 with tcount 5,846 > t table 1,996, and advertising video 0.000 < 0.05 with t count 4,267 > t table 1,996. And the results of the f test are 0.000 <0.05 and fcount 25.481 > ftable 3.12. So it can be concluded that brand image and video advertising together have a significant influence on buyer decisions.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | brand image, video iklan, keputusan pembeli, |
| Subjects: | L Education > L Education (General) L Education > LB Theory and practice of education N Fine Arts > NC Drawing Design Illustration N Fine Arts > NE Print media T Technology > TR Photography |
| Divisions: | UPI Kampus cibiru > S1 Pendidikan Multimedia |
| Depositing User: | Hertanti Nova Oktaviani |
| Date Deposited: | 06 Sep 2022 03:34 |
| Last Modified: | 06 Sep 2022 03:47 |
| URI: | http://repository.upi.edu/id/eprint/76639 |
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