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Pengaruh Terpaan Iklan Pahlawan Top Up Terhadap Brand Loyalty OVO (Survei pada Pengguna OVO usia Dewasa Awal)
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In this digital era, the implementation of technology convenience us in several ways. For example, cashless transactions such as electronic money (e-money) transactions. One of the most popular e-money service providers today is OVO. To be able to compete in the market, strategies such as Marketing Communication Mix and Advertising are frequently used by OVO to communicate with its users. This research to find relevancy of advertising exposure to the impact of OVO brand loyalty among the young users. The author uses Quantitative Approach with Survey Method. Using 100 respondents which were chosen through Non-probability Sampling technique, Purposive Sampling type. The data collected using a questionnaire with Likert scale. The data is processed through the simple linear regression analysis and hypothesis testing. The test results indicate that each statement is valid and reliable. With the Simple Linear Regression test and hypothesis testing shows that Ha is accepted, it can be concluded that advertising exposure is relevant to the impact of OVO brand loyalty among the young users. Pada era digital saat ini banyak hal yang dipermudah oleh teknologi, salah satu nya pembayaran non tunai, seperti uang elektronik (e-money). Salah satu merek e-money yang banyak digunakan masyarakat saat ini adalah OVO. Agar dapat bertahan dalam persaingan maka dibutuhkan bauran komunikasi pemasaran, dan periklanan merupakan salah satu strategi yang sering digunakan OVO. Penelitian ini bertujuan untuk mengetahui apakah ada pengaruh terpaan iklan terhadap brand loyalty OVO pada dewasa awal. Penulis menggunakan penelitian kuantitatif dengan metode survei. Sampel sebanyak 100 responden dipilih menggunakan teknik Nonprobability Sampling jenis Purposive Sampling. Data dikumpulkan menggunakan kuesioner dengan skala Likert. Teknik pengolahan data menggunakan analisis regresi linier sederhana dan uji hipotesis dengan program SPSS 22 for windows. Hasil uji menunjukkan setiap pernyataan adalah valid dan reliabel. Hasil uji regresi sederhana dan uji hipotesis menunjukkan Ha diterima, sehingga dapat dinyatakan bahwa terdapat pengaruh antara terpaan iklan terhadap brand loyalty OVO pada dewasa awal.
Title: Pengaruh Terpaan Iklan Pahlawan Top Up Terhadap Brand Loyalty OVO (Survei pada Pengguna OVO usia Dewasa Awal)
Description:
In this digital era, the implementation of technology convenience us in several ways.
For example, cashless transactions such as electronic money (e-money) transactions.
One of the most popular e-money service providers today is OVO.
To be able to compete in the market, strategies such as Marketing Communication Mix and Advertising are frequently used by OVO to communicate with its users.
This research to find relevancy of advertising exposure to the impact of OVO brand loyalty among the young users.
The author uses Quantitative Approach with Survey Method.
Using 100 respondents which were chosen through Non-probability Sampling technique, Purposive Sampling type.
The data collected using a questionnaire with Likert scale.
The data is processed through the simple linear regression analysis and hypothesis testing.
The test results indicate that each statement is valid and reliable.
With the Simple Linear Regression test and hypothesis testing shows that Ha is accepted, it can be concluded that advertising exposure is relevant to the impact of OVO brand loyalty among the young users.
Pada era digital saat ini banyak hal yang dipermudah oleh teknologi, salah satu nya pembayaran non tunai, seperti uang elektronik (e-money).
Salah satu merek e-money yang banyak digunakan masyarakat saat ini adalah OVO.
Agar dapat bertahan dalam persaingan maka dibutuhkan bauran komunikasi pemasaran, dan periklanan merupakan salah satu strategi yang sering digunakan OVO.
Penelitian ini bertujuan untuk mengetahui apakah ada pengaruh terpaan iklan terhadap brand loyalty OVO pada dewasa awal.
Penulis menggunakan penelitian kuantitatif dengan metode survei.
Sampel sebanyak 100 responden dipilih menggunakan teknik Nonprobability Sampling jenis Purposive Sampling.
Data dikumpulkan menggunakan kuesioner dengan skala Likert.
Teknik pengolahan data menggunakan analisis regresi linier sederhana dan uji hipotesis dengan program SPSS 22 for windows.
Hasil uji menunjukkan setiap pernyataan adalah valid dan reliabel.
Hasil uji regresi sederhana dan uji hipotesis menunjukkan Ha diterima, sehingga dapat dinyatakan bahwa terdapat pengaruh antara terpaan iklan terhadap brand loyalty OVO pada dewasa awal.
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