PENGARUH EFEKTIFITAS IKLAN, PROMOSI PENJUALAN DAN WORD OF MOUTH TERHADAP BRAND AWARENESS SAMBAL KEMASAN BUNINA (PT Kreasi Cita Abadi)

HAMDANI, ANDRI (2019) PENGARUH EFEKTIFITAS IKLAN, PROMOSI PENJUALAN DAN WORD OF MOUTH TERHADAP BRAND AWARENESS SAMBAL KEMASAN BUNINA (PT Kreasi Cita Abadi). S1 thesis, Universitas Mercu Buana.

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Abstract

Brand awareness is the positive attitude of consumers towards a brand or product. Companies need to consider the factors that influence brand awareness, so that consumers have a high brand awareness of the brand or product. Brand which according to researchers has these factors one of which is Sambal Kemasan BuNina. This study aims to examine the influence of ad effectiveness, sales promotion and word of mouth to brand awareness. Samples are taken by 100 respondents who live in the city of South & West Jakarta. This study uses Convenience sampling. Data collection is done by distributing questionnaires. Structural Equation Modelling – SEM, with one of its programs is Linear Structural RELationship (LISREL) 9.10. Each that variable tested already valid and reliable, and have viable models by classical assumption test. Results showed that ad effectiveness no positive impact, sales promotion and word of mouth positive and significant impact on brand awareness Sambal Kemasan BuNina. Keywords: ad effectiveness, sales promotion, word of mouth and brand awareness Brand awareness merupakan sikap positif yang diberikan konsumen terhadap suatu merek atau produk. Perusahaan perlu memperhatikan faktor-faktor yang mempengaruhi brand awareness, agar konsumen memiliki brand awareness yang tinggi terhadap merek atau produk. Merek yang menurut peneliti memiliki faktor-faktor tersebut salah satunya adalah Sambal Kemasan BuNina. Penelitian ini bertujuan untuk menguji pengaruh efektifitas iklan, promosi penjualan dan word of mouth terhadap brand awareness. Jumlah sampel yang diambil sebanyak 100 responden yang berdomisili di wilayah Jakarta Selatan dan Jakarta Barat. Penelitian ini menggunakan teknik Convenience sampling. Pengumpulan data dilakukan dengan penyebaran kuesioner. Metode statistik yang digunakan dalam penelitian ini adalah Model Persamaan Struktural (Structural Equation Modelling – SEM) dengan salah satu programnya adalah Linear Structural RELationship (LISREL) 9.10. Setiap variabel yang diuji telah valid dan reliabel, serta telah layak secara model menurut uji asumsi klasik. Hasil penelitian menunjukkan bahwa efektifitas iklan tidak berpengaruh positif terhadap brand awareness sedangkan promosi penjualan dan word of mouth berpengaruh positif dan signifikan terhadap brand awareness Sambal Kemasan BuNina. Kata Kunci: efektifitas iklan, promosi penjualan, word of mouth, brand

Item Type: Thesis (S1)
NIM: 43112110262
Uncontrolled Keywords: efektifitas iklan, promosi penjualan, word of mouth, brand
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 10 May 2019 02:41
Last Modified: 10 May 2019 02:41
URI: http://repository.mercubuana.ac.id/id/eprint/47953

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