PENGARUH SHORT VIDEO MARKETING DAN BRAND PERCEPTION TERHADAP BRAND ATTITUDE: Survei Pengikut pada Akun TikTok Wonderful Indonesia

Anisa Firdaus, - (2024) PENGARUH SHORT VIDEO MARKETING DAN BRAND PERCEPTION TERHADAP BRAND ATTITUDE: Survei Pengikut pada Akun TikTok Wonderful Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Anisa Firdaus (2007486) “Pengaruh Short Video Marketing dan Brand Perception Terhadap Brand Attitude (Survei Pengikut pada Akun TikTok Wonderful Indonesia)” di bawah bimbingan Dr. H. Rd. Dian Herdiana Utama, M.Si. Dan Dr. Dita Amanah, MBA. Penelitian ini bertujuan untuk memperoleh gambaran dan besaran pengaruh short video marketing dan brand perception terhadap brand attitude pada Pengikut Akun TikTok Wonderful Indonesia. Jenis penelitian yang digunakan deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 495.600 dengan sampel 348 responden yang merupakan pengikut Akun TikTok Wonderful Indonesia menggunakan teknik pengambilan sampel yaitu simple random sampling. Data diolah secara statistik menggunakan analisis linier berganda dengan bantuan software SPSS 29.0 for Windows. Hasil penelitian diketahui bahwa gambaran short video marketing, brand perception, dan brand attitude berada pada kategori baik. Short video marketing secara parsial memiliki pengaruh positif terhadap brand attitude dan brand perception memiliki pengaruh positif terhadap brand attitude. Sementara itu, secara simultan kedua variabel memiliki pengaruh positif terhadap brand attitude. Temuan pada penelitian ini Menegaskan keberadaan short video marketing dan brand perception pada akun TikTok wonderful Indonesia mampu menaikan tingkat brand attitude. Kata kunci : Short Video Marketing, Brand Perception, Brand Attitude Anisa Firdaus (2007486) "The Influence of Short Video Marketing and Brand Perception on Brand Attitude (Survey of Followers on the Wonderful Indonesia TikTok Account)" under the guidance of of Dr. H. Rd. Dian Herdiana Utama, M.Si. Dan Dr. Dita Amanah, MBA. This research aims to obtain an overview and magnitude of the influence of short video marketing and brand perception on brand attitudes among followers of the Wonderful Indonesia TikTok account. The type of research used is descriptive and verification with a quantitative approach. The population in this study was 495,600 with a sample of 348 respondents who were followers of the Wonderful Indonesia TikTok account using a sampling technique, namely simple random sampling. The data was processed statistically using multiple linear analysis with the help of SPSS 29.0 for Windows software. The research results show that short video marketing descriptions, brand perceptions and brand attitudes are in the good category. Short video marketing partially has a positive influence on brand attitude and brand perception has a positive influence on brand attitude. Meanwhile, simultaneously both variables have a positive influence on brand attitude. The findings in this study confirm its existence. Short video marketing and brand perception on the TikTok Wonderful Indonesia account are able to increase the level of brand behavior. Keywords: Short Video Marketing, Brand Perception, Brand Attitude

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Official URL: https://repository.upi.edu
Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: RD Dian Herdiana Utama: 5993184 Dita Amanah: 5976422
Uncontrolled Keywords: Short video marketing, Brand perception, Brand Attitude
Subjects: H Social Sciences > HF Commerce
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User: Anisa Firdaus
Date Deposited: 22 Jan 2025 03:40
Last Modified: 22 Jan 2025 03:40
URI: http://repository.upi.edu/id/eprint/129864

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