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PENGARUH SPORT SPONSORSHIP TERHADAP CORPORATE IMAGE PT. VIVO MOBILE INDONESIA

ARIS AL, A, AHMAD AZIZ (2020) PENGARUH SPORT SPONSORSHIP TERHADAP CORPORATE IMAGE PT. VIVO MOBILE INDONESIA. Undergraduate (S1) thesis, University of Muhammadiyah Malang.

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Abstract

Vivo was a smartphone company from china which has the fourth big market share in Indonesia in 2018. This research was aimed to examine and analyse the effect of Target audience reach, Compatibility with the branding positioning, and Message capacity simultaneously and partially on the corporate image of Vivo Mobile Indonesia. This research was also aimed to examine and analyze the effects of the most dominant variable. The data analyse that was used in this researched was multiple linier regression. The data collection techniques that was used in this research was a questionnaire. There were 90 respondents in this questionnaire research. The results of this researched showed that (1) The Target audience reach, Compatibility with the branding positioning, & The Message capacity affected simultaneously to the Corporate Image (2) The Target audience reach, Compatibility with the branding positioning, & The Message capacity affected partially to the Corporate Image (3) The Message capacity was the most dominant variable to the Corporate Image

Item Type: Thesis (Undergraduate (S1))
Student ID: 201410160311206
Thesis Advisors: Baroya Mila Shanty (0704056701), Sri Nastiti Andharini (0721026501)
Keywords: Corporate Image, Target Audience, Branding Positioning, Message Capacity
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: 201410160311206
Date Deposited: 17 Feb 2020 08:13
Last Modified: 17 Feb 2020 08:13
URI : http://eprints.umm.ac.id/id/eprint/59587

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