Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi)
Vol 8 No 4 (2024): OCTOBER-DECEMBER 2024

T, I, O, O, S, P, A, C, E, N, S The Influence of Online Sales Promotion and Celebrity Endorser Nagita Slavina on the Brand Image of Toko Mama Gigi

Chairunisa, Dinda (Unknown)
Sudradjat, Ratih Hasanah (Unknown)

Article Info

Publish Date
01 Oct 2024

Abstract

Advances in technology and the internet make it easier for businesses to innovate in the promotion and delivery of information. Mama Gigi's store uses online sales promotion through Shopee live shopping and celebrity endorser Nagita Slavina to build a brand image. This study, which used Houland's S-O-R theory and quantitative methods with 400 respondents, found that online sales promotion and celebrity endorsers had a positive and significant effect on Toko Mama Gigi's brand image, with an influence of 46.9%, while 53.1% was influenced by other factors that were not studied.

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Journal Info
Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi)
Website

Abbrev

jtik

Publisher

Lembaga Komunitas Informasi Teknologi Aceh

Subject

Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management

Description

Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi), e-ISSN: 2580-1643 is a free and open-access journal published by the Research Division, KITA Institute, Indonesia. JTIK Journal provides media to publish scientific articles from scholars and experts around the world related to Hardware ...