Suryanto, Selvina and Sari, Wulan Purnama Pengaruh Terpaan Iklan Pahlawan Top Up Terhadap Brand Loyalty OVO (Survei pada Pengguna OVO usia Dewasa Awal). Pengaruh Terpaan Iklan Pahlawan Top Up Terhadap Brand Loyalty OVO (Survei pada Pengguna OVO usia Dewasa Awal).

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Abstract

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.

Item Type: Article
Subjects: Penelitian > Fakultas Ilmu Komunikasi
Divisions: Fakultas Ilmu Komunikasi > Ilmu Komunikasi
Depositing User: Puskom untar untar
Date Deposited: 04 Jan 2021 14:58
Last Modified: 04 Jan 2021 14:58
URI: https://repotest.untar.ac.id/id/eprint/14253

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