ANALISIS PENGARUH VISIBILITY, CREDIBILITY, ATTRACTION DAN POWER BRAND AMBASSADOR TERHADAP BRAND IMAGE SHOPEE DI PALEMBANG

Kinardi, Kristina (2019) ANALISIS PENGARUH VISIBILITY, CREDIBILITY, ATTRACTION DAN POWER BRAND AMBASSADOR TERHADAP BRAND IMAGE SHOPEE DI PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

The Purpose of this study to analyze the influence of visibility, credibility, attraction and power brand ambassador on brand image Shopee. Population in this study are college student in the city Palembang. The sample of this research 110 respondents with using non probability sampling method. Data analysis techniques in this study are validity test, reliability test, classical assumption test, multiple linuer regression analysis, t test, f test and coeffiecient of determination with the help of SPSS programs. The results of this study is indicated that there is a positive influence and significant between visibility, credibility, attraction and power variables on brand image Shopee. Keywords: Visibility, Credibility, Attraction, Power, Brand Image

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