ANALISIS EFEKTIVITAS NCT 127 SEBAGAI BRAND AMBASSADOR BLIBLI DENGAN PENDEKATAN VISCAP MODEL

IRMA DWI RETNO ANNISA, . (2025) ANALISIS EFEKTIVITAS NCT 127 SEBAGAI BRAND AMBASSADOR BLIBLI DENGAN PENDEKATAN VISCAP MODEL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Irma Dwi Retno Annisa. Analisis Efektivitas NCT 127 Sebagai Brand Ambassador dengan Pendekatan VisCAP Model. Program Studi Pemasaran Digital, Fakultas Ekonomi dan Bisnis, Universitas Negeri Jakarta 2025. Penelitian ini bertujuan untuk mengetahui efektivitas NCT 127 sebagai brand ambassador Blibli dengan pendekatan VisCAP model. Penelitian ini menggunakan metode kuantitatif dengan menyebarkan kuesioner kepada 96 responden Generasi Z di Jabodetabek yang mengenal NCT 127 sebagai brand ambassador Blibl. Hasil penelitian menunjukkan penggunaan NCT 127 terbukti efektif sebagai brand ambassador Blibli, dengan dimensi visibility paling mendominasi. Implikasi dari temuan ini bahwa teori VisCAP bisa menjadi temuan baru untuk mengukur efektivitas brand ambassador pada bidang e-commerce. ***** Irma Dwi Retno Annisa. An Analysis of the Effectiveness of NCT 127 as a Brand Ambassador Using the VisCAP Model Approach. Digital Marketing Study Program, Faculty of Economics and Business, State University of Jakarta, 2025. This study aims to examine the effectiveness of NCT 127 as Blibli's brand ambassador using the VisCAP model approach. A quantitative method was employed by distributing questionnaires to 96 members of Generation Z in the Greater Jakarta area (Jabodetabek) who are familiar with NCT 127 as Blibli's brand ambassador. The results of the study indicate that the use of NCT 127 has proven to be effective, with the visibility dimension being the most dominant. The findings imply that the VisCAP model can serve as a valuable framework for measuring the effectiveness of brand ambassadors in the e-commerce sector.

Item Type:	Thesis (Sarjana)
Additional Information:	1.) Dra. Sholikhah, MM ; 2.) Dewi Agustin Pratama Sari, SE., MSM
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Irma Dwi Retno Annisa .
Date Deposited:	11 Aug 2025 06:02
Last Modified:	11 Aug 2025 06:02
URI:	http://repository.unj.ac.id/id/eprint/59558

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