Putri, Angely (2023) PENGUKURAN BRAND INNOVATIVENESS, PERCEIVED BRAND QUALITY TERHADAP PERCEIVED VALUE SCARLETT WHITENING PADA PLATFORM TIKTOK MELALUI BRAND EXPERIENCE DAN BRAND PERSONALITY. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
ABSTRAK Angely Mulyanto Putri (01011190065) PENGUKURAN BRAND INNOVATIVENESS, PERCEIVED BRAND QUALITY TERHADAP PERCEIVED VALUE SCARLETT WHITENING PADA PLATFORM TIKTOK MELALUI BRAND EXPERIENCE DAN BRAND PERSONALITY Menggunakan platform TikTok sebagai platform untuk memasarkan produk menjadi salah satu paltform yang tepat karena dapat meningkatkan kesadaran masyarakat mengenai produk yang dipasarkan serta meningkatkan penjualan. Salah satu jenis produk yang dipasarkan pada platform TikTok yaitu produk kecantikan. Salah satu merek yang memasarkan produknya pada platform TikTok adalah Scarlett Whitening. Namun merek Scarlett Whitening belum pada peringkat atas mengartikan pemasaran yang belum maksimal. Maka dari itu, penelitian ini bertujuan untuk mengetahui apakah Brand Innovativeness dan Perceived Brand Quality memiliki pengaruh terhadap Perceived Value Scarlett Whitening pada platform TikTok melalui mediasi Brand Experience dan Brand Personality dengan menyebar kuesioner elektronik sebagai metode pengumpulan data dimana peneliti menggunakan non probabilitas sampling berupa purposive sampling sebagai sampel yang digunakan. Data yang dikumpulkan akan diolah menggunakan SPSS 24 dan AMOS 24 dari total 250 responden. Kata kunci : Brand Innovtiveness, Perceived Quality, Brand Ex[perience, Brand Personality, Perceived Value
| Item Type: | Thesis (Bachelor) | ||||||||
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| Uncontrolled Keywords: | Brand Innovtiveness, Perceived Quality, Brand Ex[perience, Brand Personality, Perceived Value | ||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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| Depositing User: | Angely Mulyanto Putri | ||||||||
| Date Deposited: | 03 Jul 2023 02:06 | ||||||||
| Last Modified: | 28 Aug 2023 11:29 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/56287 |
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