Pengaruh Terpaan Iklan Versi Shopee 9.9 Super Shopping Day Cristiano Ronaldo Terhadap Citra Merek Shopee

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Chatarina, Dessy (2020) Pengaruh Terpaan Iklan Versi Shopee 9.9 Super Shopping Day Cristiano Ronaldo Terhadap Citra Merek Shopee. UGP-Thesis thesis, LSPR Communication and Business Institute.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis besarnya pengaruh terpaan iklan terhadap citra merek Shopee melalui iklan Shopee 9.9 Super Shopping Day Cristiano Ronaldo. Metode penelitian yang digunakan adalah metode penelitian deskriptif kuantitatif dengan menyebarkan kuesioner kepada 100 orang responden yang pernah menonton iklan Shopee 9.9 Super Shopping Day Cristiano Ronaldo dan memiliki aplikasi Shopee. Berdasarkan penelitian yang telah dilakukan, hasil penelitian menunjukkan bahwa terpaan iklan lebih berpengaruh positif terhadap citra merek Shopee melalui iklan Shopee Super Shopping Day 9.9 Cristiano Ronaldo kepada konsumen pria yang mana menunjukkan bahwa Shopee telah berhasil lepas dari citra platform yang identik dengan perempuan. PT. Shopee Internasional Indonesia harus terus mempertahankan dan mengembangkan periklanan mereka. Hal ini akan membentuk ketertarikan konsumen terhadap Shopee, sehingga berdampak pada citra merek Shopee.

Kata kunci: Terpaan Iklan, Iklan Televisi, Shopee, Citra Merek.

Item Type: Thesis (UGP-Thesis)
Subjects: H Social Sciences > HT Communities. Classes. Races
Divisions: Faculty of Communication, Communication Studies > Marketing Communication
Depositing User: Ms Kartika S
Date Deposited: 11 Jan 2024 07:48
Last Modified: 11 Jan 2024 07:48
URI: http://repository.lspr.ac.id/id/eprint/420

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