SKRIPSI MBS

ANALISIS EFEKTIVITAS IKLAN DENGAN PEMANFAATAN SELEBRITI ENDORSER PADA E-COMMERCE LAZADA

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ABSTRACT

Currently, many e-commerce companies use celebrity endorsers in
advertisements, one of which is Lazada e-commerce. From this, the researchers
conducted research on the Analysis of Advertising Effectiveness with the Utilization
of Celebrity Endorsers on Lazada E-Commerce. This research uses descriptive
quantitative method. With the research object of UIN Raden Mas Said Surakarta
students, the samples taken were 105 respondents. The data collection method used
a questionnaire distributed via google form. The data analysis technique used the
EPIC model. The average score obtained from the results of research measuring
the dimensions of empathy is 3.75. The average result of the dimension of
persuasion is 3.30. The impact dimension resulted in an average score of 3.63 and
the communication dimension is 3.71. So that the EPIC Rate value is 3.60. These
results indicate that Lazada's e-commerce advertisements that use celebrity
endorsers are effective. In addition, the results of the study show that celebrity
endorsers have a significant effect on empathy, celebrity endorsers have a
significant effect on persuasion, celebrity endorsers have a significant effect on
impact, and celebrity endorsers have a significant effect on communication.
Keywords: Celebrity endorser, EPIC model (Empathy, Persuasion, Impact,
Communication)

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 RIM a 22

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2022

Deskripsi Fisik

21 cm, 123 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Rima Sri Winarsih

Versi lain/terkait

Lampiran Berkas

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