PERSEPSI MAHASISWA PRODI ILMU KOMUNIKASI FAKULTAS ILMU SOSIAL DAN HUMANIORA TERHADAP BRAND AMBASSADOR

NUR FITRIA ROMADLONATI - NIM. 05730035, NIM. 0 5 7 3 0 0 3 5 (2011) PERSEPSI MAHASISWA PRODI ILMU KOMUNIKASI FAKULTAS ILMU SOSIAL DAN HUMANIORA TERHADAP BRAND AMBASSADOR. Skripsi thesis, UIN SUNAN KALIJAGA.

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Abstract

ABSTRAK Perception is called the core of communication, because if our perception is inaccurate, we would not be possible to communicate effectively. Determine any perception we choose a message and ignore the other messages. The higher the degree of similarity perception between individuals, the easier and more easily and more often they communicate, and as a consequence, the more it tends to form a cultural group or group identity. The brand ambassador is a marketing model that employs trusted, credible personalities to promote and give greater visibility to its brand products. But outside of the traditional, big money advertising world, where famous actors or sport stars are utilized as quot;ethical quot; promotional promoters of unique events or services, the idea of a new kind of brand ambassador, a grassroots conceived-one, has yet to trickle down the marketing strategies adopted by successful companies. This research is motivated by whether the use Moudy Koesnaedi as the brand ambassador of Citra beauty products is the right or not appropriate. Objective to determine student perceptions of Communication Sciences and Humanities Faculty of Social Sciences of the brand ambassador in the ad Citra, Rumah Cantik Citra version on television. The study was qualitative research using descriptive method. Descriptive methods only describe the situation or event. The methods used to collect data in this study were interviews, questionnaires, documentation and literature study. The method used in the examination of data validity was triangulation, which is a way to do the checking of the validity of data and interpretation. The results of this research is in its perception of brand ambassador in the ad Citra, Rumah Cantik Citra version on television students of Communication Sciences and Humanities Faculty of Social Sciences, gave a good assessment of the brand ambassador in the ad Citra, Rumah Cantik Citra version on television. This can be seen from the amount of attention and a good assessment of the respondent against brand ambassador in the ad Citra, Rumah Cantik Citra version on TV. div

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