Naryswari, Naura (2019) Pengaruh Guerrilla Marketing terhadap Brand Awareness(Survei pada Viewers Web Series Toyota Indonesia). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menguji dan menjelaskan : (1) Pengaruh secara bersama-sama Guerilla Marketing yang terdiri dari tujuh variabel yaitu Novelty, Relevance, Aesthetics, Surprise, Humor, Clarity, Emotional Arousal terhadap Brand Awareness. (2) Pengaruh secara parsial Guerilla Marketing yang terdiri dari tujuh variabel yaitu Novelty, Relevance, Aesthetics, Surprise, Humor, Clarity, Emotional Arousal terhadap Brand Awareness. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan sampel sebanyak 100 orang responden yang sudah pernah menyaksikan Web Series Toyota Indonesia yang berjudul “Mengakhiri Cinta dalam 3 Episode” dalam channel Youtube Toyota Indonesia dan pernah memberikan postingan/ komentar mengenai Web Series Toyota Indonesia melalui Twitter. Metode pengumpulan data yang digunakan ialah kuesioner. Teknik analisis data yang digunakan pada penelitian ini adalah analisis statistik deskriptif dengan menggunakan analisis regresi linear berganda. Hasil penelitian ini menujukkan bahwa variabel bebas Guerilla Marketing yang terdiri dari variabel Novelty (X1), Relevance (X2), Aesthetics (X3), Surprise (X4), Humor (X5), Clarity (X6), dan Emotional Arousal (X7) berpengaruh signifikan secara bersama-sama terhadap variabel terikat yaitu Brand Awareness (Y). Hal ini terbukti dari hasil nilai sig. F (0,000) < sig. α (0,05) dan hasil koefisien determinasi (Adjusted R Square) sebesar sebesar 0,759 atau setara dengan 75,9%. Secara parsial, variabel bebas Guerilla Marketing yang terdiri dari variabel Novelty (X1), Relevance (X2), Aesthetics (X3), Surprise (X4), Clarity (X6), dan Emotional Arousal (X7) berpengaruh signifikan terhadap variabel terikat yaitu Brand Awareness (Y). Sementara variabel Humor (X5) secara parsial tidak berpengaruh signifikan terhadap Brand Awareness (Y).
English Abstract
This research has purpose to examine and explain: (1) The influence of Guerilla Marketing which consists of seven variables: Novelty, Relevance, Aesthetics, Surprise, Humor, Clarity, Emotional Arousal simultaneously on Brand Awareness. (2) The influence of Guerilla Marketing which consists of seven variables: Novelty, Relevance, Aesthetics, Surprise, Humor, Clarity, Emotional Arousal partially on Brand Awareness. The type of research used in this research is explanatory research with a quantitative approach. The sampling technique used was purposive sampling with the sample of 100 respondents viewers Toyota Indonesia Web Series entitled “Mengakhiri Cinta dalam 3 Episode” in the Toyota Indonesia Youtube channel and have posted/ commented on Web Series Toyota Indonesia via Twitter. The data collection method used is a questionnaire. The data analysis technique used in this research is descriptive statistical analysis using multiple linear regression analysis. The result from this research indicates that the independent variables Experiential Marketing consisting of variables Novelty (X1), Relevance (X2), Aesthetics (X3), Surprise (X4), Humor (X5), Clarity (X6), and Emotional Arousal (X7) have jointly significant effect with the dependent variable, which is Brand Awareness (Y). This is proven from the results of the sig value. F (0,000) <sig. α (0.05) and the results of the determination coefficient (Adjusted R Square) of 0.759 or equivalent to 75.9%. Partially, the independent variable Guerilla Marketing consisting of Novelty (X1), Relevance (X2), Aesthetics (X3), Surprise (X4), Clarity (X6), and Emotional Arousal (X7) has a significant effect on the dependent variable, Brand Awareness. While the Humor variable (X5) partially has no significant effect on Brand Awareness (Y).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/629/051909476 |
| Uncontrolled Keywords: | Guerilla Marketing dan Brand Awareness |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 12 Nov 2020 08:43 |
| Last Modified: | 12 Nov 2020 08:43 |
| URI: | http://repository.ub.ac.id/id/eprint/175239 |
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