CD Skripsi

Pengaruh Kampanye #Buttonscarvesgoesglobal Terhadap Loyalitas Konsumen Komunitas Bslady Di Kota Pekanbaru

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The #ButtonscarvesGoesGlobal campaign is a significant step for Buttonscarves to strengthen its position as a lifestyle brand that is able to compete on the global stage and is better known by various levels of society in the world. The theory used is the S-R (Stimulus-Response) theory which basically reveals the reaction due to the stimulus provided by the mass media. This means that the stimulus will produce a response. The campaign will create a response in the form of consumer loyalty. The purpose of this study was to analyze the effect of the #ButtonscarvesGoesGlobal campaign on consumer loyalty of the BSLady community in Pekanbaru City.
The research method used is quantitative with an explanatory approach and questionnaires as the main instrument in data collection. The population in this study were loyal Buttonscarves consumers, namely BSLady in Pekanbaru City. The sampling technique is total sampling where the population and sample are the same, namely 50 respondents. This research was processed and analyzed using the IBM SPSS Version 26 program.
Based on the results of this study, it is known that the simple linear regression results state that the t value is 7.015> t table of 2.01 with a significance level of 0.000 which is smaller than α = 0.05, which means that there is an influence of the #ButtonscarvesGoesGlobal campaign on the consumer loyalty of the BSLady community in Pekanbaru City. Thus, it can be concluded that the effect of the independent variable (X) #ButtonscarvesGoesGlobal campaign on the dependent variable (Y) Consumer Loyalty is 50.6% with a moderate level of influence (40% - 59.9%), while the remaining 49.4% is influenced by other factors outside of the results obtained.Thus H0 is rejected and Ha is accepted.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1901113160

Penerbit

Pekanbaru : Universitas Riau – FISIPOL – Ilmu Komunikasi., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1901113160

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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