PENGARUH IKLAN TELEVISI, MARKETING EVENT DAN BRAND ENDORSER TERHADAP PURCHASE INTENTION MELALUI BRAND AWARENESS PADA PRODUK SENSODYNE

SETIAWAN, EDI (2020) PENGARUH IKLAN TELEVISI, MARKETING EVENT DAN BRAND ENDORSER TERHADAP PURCHASE INTENTION MELALUI BRAND AWARENESS PADA PRODUK SENSODYNE. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the effect of television commercial, marketing events and brand endorsers on purchase through brand awareness of Sensodyne toothpaste products. The research data is a questionnaire on 371 respondents. The sampling method used in this study was purposive random sampling. The results of this study indicate that there is a significant relationship and influence between television commercial, event marketing and brand endorsers on the brand awareness of Sensodyne products, both individually and simultaneously. There is a significant relationship and influence between television commercial, marketing events and brand endorsers on purchase intention through brand awareness, simultaneously. But individually, only marketing events have a significant effect on purchase intention through brand awareness, while television advertising and brand endorser variables are insignificant. Television commercial is the variable that has the greatest influence on brand awareness. Keywords: Television Commercial, Marketing Events, Brand Endorsers, Brand Awareness and Purchase Intention. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh iklan televisi, marketing event dan brand endorser terhadap purchase melalui brand awareness pada produk pasta gigi Sensodyne. Data penelitian merupakan kuisioner pada 371 responden. Metode sampling yang digunakan dalam penelitian ini adalah purposive random sampling. Hasil dari penelitian ini menunjukkan terdapat hubungan dan pengaruh yang signifikan antara iklan televisi, marketing event dan brand endorser terhadap brand awareness produk Sensodyne, baik secara individual maupun secara simultan. Terdapat hubungan dan pengaruh yang signifikan antara iklan televisi, marketing event dan brand endorser terhadap purchase intention melalui brand awareness, secara simultan. Tetapi secara individual, hanya marketing event yang memiliki pengaruh signifikan terhadap purchase intention melalui brand awareness, sementara variable iklan televisi dan brand endorser tidak signifikan. Iklan televisi merupakan variabel yang memiliki pengaruh paling besar terhadap brand awareness. Kata kunci: Iklan Televisi, Marketing Events, Brand Endorser, Brand Awareness dan Purchase Intention

Item Type:	Thesis (S2)
Call Number CD:	CD/551. 20 076
Call Number:	TM/51/21/090
NIM/NIDN Creators:	55115110241
Uncontrolled Keywords:	Iklan Televisi, Marketing Events, Brand Endorser, Brand Awareness dan Purchase Intention
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast > 070.195 Television/Televisi 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) > 302.234 Motion Pictures, Radio, Television/Gambar Bergerak, Radio, Televisi 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 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 > 659.1 Advertising/Periklanan 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:	Pascasarjana > Magister Manajemen
Depositing User:	Putra Arsy Anugrah
Date Deposited:	25 Apr 2022 02:36
Last Modified:	25 Apr 2022 02:36
URI:	http://repository.mercubuana.ac.id/id/eprint/52732

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