Utami, Endang Sri (2017) Peran Brand Awareness Sebagai Mediasi Pengaruh Iklan Televisi Dan Brand Ambassador Terhadap Repurchase Intention Produk Kecantikan Wardah. Sarjana thesis, Universitas Brawijaya.
Abstract
Iklan merupakan hal yang sangat penting dalam pemasaran perusahaan dan berguna untuk menyampaikan pesan kepada calon konsumen maupun konsumen yang sudah loyal. Perusahaan mempromosikan suatu produk atau jasa dapat melalui media cetak dan elektronik. Media elektronik televisi dapat menarik jika adanya brand ambassador dalam penyampaian iklan tersebut agar konsumen yang melihat iklan dapat menciptakan brand awareness dan digunakan untuk pengambilan keputusan pembelian. Penelitian ini bertujuan untuk menganalisis apakah iklan televisi dan brand ambassador berpengaruh signifikan secara langsung terhadap brand awareness dan signifikan secara tidak langsung terhadap repurchase intention. Populasi dari penelitian ini adalah mahasiswi Fakultas Ekonomi dan Bisnis UB yang suka menggunakan make up. Sampel dari penelitian ini adalah 130 responden yang didapat dengan metode purposive sampling. Metode analisis data pada penelitian ini menggunakan path analysis dengan software smartPLS. Hasil penelitian menunjukkan bahwa iklan televisi dan brand ambassador iklan Wardah memiliki pengaruh yang signifikan secara langsung terhadap brand awareness dan secara tidak langsung terhadap repurchase intention, sedangkan brand awareness ditetapkan sebagai mediasi parsial.
English Abstract
Advertising is very important in corporate marketing and is useful to convey a message to potential customers and loyal consumers. Companies can promote a product or service through printed and electronic media. Television electronic media can be interesting if there is a brand ambassador in the delivery of the message since it can create brand awareness on consumers and thus influence them to make purchasing decisions. This study aims to analyze whether television advertising and brand ambassador directly have a significant effect on brand awareness and indirectly have significant on repurchase intention. The population of this research is student of Faculty of Economics and Business of Brawijaya University who likes to put on make up. The sample of this research is 130 respondents obtained through purposive sampling method. The data of this research were path analyzed using path analysis with smartPLS. The results show that television advertising and brand ambassador of Wardah have a direct and significant influence on brand awareness and indirect influence on repurchase intention. Furthermore, brand awareness is defined as partial mediation.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/297/051705824 |
| Uncontrolled Keywords: | Iklan Televisi, Brand Ambassador, Brand Awareness, Repurchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 16 Aug 2017 01:36 |
| Last Modified: | 04 Nov 2021 02:26 |
| URI: | http://repository.ub.ac.id/id/eprint/1367 |
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