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

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