Pengaruh Pesan Kampanye Green Life (Empty Bottle Recycling" Terhadap Citra Merek Innisfree)

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Wand, Vionie (2019) Pengaruh Pesan Kampanye Green Life (Empty Bottle Recycling" Terhadap Citra Merek Innisfree). UGP-Thesis thesis, LSPR Communication and Business Institute.

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Abstract

Setiap perusahaan memiliki strategi untuk mendapatkan citra yang baik, salah satunya melalui kampanye. Penelitian ini bertujuan untuk mengetahui apa terdapat pengaruh antara Pesan Kampanye Green Life: “Empty Bottle Recycling” Terhadap Citra Merek Innisfree dan besarnya pengaruh tersebut. Penelitian menggunakan metode kuantitatifdan pengumpulan data menggunakan kuesioner. Pengambilan sampel menggunakan teknik purposive samplingdengan jumlahsebanyak 100 responden padaMal Central Park Jakarta. Hasil penelitian menunjukkan bahwa terdapat pengaruh PesanKampanye Green Life: “Empty Bottle Recycling”(X) terhadapCitra Merek Innisfree (Y) sebesar 40,7% dengan persamaan regresi Y = 29,289 + 0,830 Xyang berarti jika tidak ada variabel X (PesanKampanye) maka nilai variabel Y (Citra Merek Innisfree) adalah konstan sebesar 29,289 dan setiap penambahan satu nilai Pesan Kampanye, maka nilai Citra Merek akanbertambah sebesar 29,289 ditambah 0,830kali satu.

Kata kunci: Public Relations, Kampanye, Citra Merek, Innisfree

Item Type: Thesis (UGP-Thesis)
Uncontrolled Keywords: Public Relations
Subjects: H Social Sciences > HT Communities. Classes. Races
Divisions: Faculty of Communication, Communication Studies > Public Relations & Digital Communication
Depositing User: Ms Kartika S
Date Deposited: 09 Jan 2024 04:26
Last Modified: 09 Jan 2024 04:26
URI: http://repository.lspr.ac.id/id/eprint/1929

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