Pengaruh Penggunaan Brand Endorser Arief Muhammad Terhadap Brand Awareness Tokopedia

Clemens, Clemens and Sari, Wulan Purnama Pengaruh Penggunaan Brand Endorser Arief Muhammad Terhadap Brand Awareness Tokopedia. Pengaruh Penggunaan Brand Endorser Arief Muhammad Terhadap Brand Awareness Tokopedia.

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Abstract

The development of existing technology now leads to new forms of promotion. One of them is Brand Endorser. The purpose of this study is to determine / describe the influence of the use of the use of brand endorser (Arief Muhammad) in the #MulaiAjaDulu advertisement to influence brand awareness of TOKOPEDIA. awareness is examined using AIDA theory (Attention, Interest, Desire, Action). This research is a quantitative research using survey method. The population of this study is all people who have watched the #mulaiaja advertisement first, Arief Muhammad. While the sample was chosen at the age of 17 - 35. The results of the data show that there is an influence of the use of brand endorsers on brand awareness. The mean results obtained indicate that the expertise or expertise of brand endorsers is a factor in the attention points of brand awareness gained. The results of this study indicate that 1) there is an influence between Brand Endorser on Brand Awareness. Although the influence exerted was not great, 2) the expertise of Arief Muhammad as an endorser, gave a great attention effect to TOKOPEDIA, the expertise possessed by Arief Muhammad was the key to Arief Muhammad's success in contributing Attention to TOKOPEDIA and 3) The use of Arief Muhammad as endorser, does not directly create actions to use TOKOPEDIA.

Item Type:	Article
Subjects:	Penelitian > Fakultas Ilmu Komunikasi
Divisions:	Fakultas Ilmu Komunikasi > Ilmu Komunikasi
Depositing User:	Puskom untar untar
Date Deposited:	04 Jan 2021 14:51
Last Modified:	04 Jan 2021 14:51
URI:	http://repository.untar.ac.id/id/eprint/14250

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