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: https://repository.untar.ac.id/id/eprint/14250

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