Bestkarunia, Nadiva Firsta (2019) Effect of Advertising on Pepsodent Brand Awareness (In-store Media Study and True Experiment Research on Carrefour Lebak Bulus Visitors). Sarjana thesis, Universitas Brawijaya.
Abstract
Makalah penelitian ini ditulis untuk menemukan apakah ada efek bahwa media di toko sebagai media periklanan menyebabkan kesadaran merek, Subjek yang digunakan dalam penelitian ini adalah media di dalam toko, khususnya rak pepsodent Advertisement partisi, ditempatkan di toko ritel. Penelitian dilakukan di Metode kuantitatif menggunakan model penelitian eksperimen sejati, mengumpulkan 30 sampel yang diamati melalui penggunaan kuesioner sebagai instrumen penelitian. HASIL kemudian dihitung dengan analisis regresi linier sederhana, uji-t dan uji-t berpasangan. Hasil yang dikumpulkan dari penelitian ini menunjukkan bahwa variabel independen Periklanan mempengaruhi variabel dependen kesadaran merek secara positif, dengan masing-masing variabel bertengkar secara proporsional satu sama lain. Besarnya efek Periklanan pada kesadaran merek diukur menjadi 62,9% sedangkan sisanya 37,1% adalah dipengaruhi oleh variabel lain yang tidak termasuk dalam penelitian ini. Dalam uji-t berpasangan, Nilai rata-rata setelah perawatan adalah 26,3, sedangkan nilai rata-rata sebelum perawatan 25.2. SIG (2-tailed) adalah 0,394 nilainya di mana lebih besar dari 0,05. Menurut kriteria keputusan, disimpulkan bahwa ada perbedaan positif rata-rata jawaban responden sebelum dan setelah diberikan perawatan, yang menunjukkan peningkatan tingkat kesadaran merek.
English Abstract
This research paper is written in order to discover whether there is an effect that in-store media as an advertising medium causes towards brand awareness, the subject used in this research is in-store media, specifically the Pepsodent shelf partition advertisement, placed in retail stores. Research was conducted in quantitative method using the true experiment research model, collected 30 samples who was observed through the use of questionnaire as research instrument. Results were then calculated with the simple linear regression analysis, t-test and paired t-test. The results collected from this research showed that the independent variable advertising influenced the brand awareness dependent variable positively, with each variable being directly proportional to each other. The magnitude of the effect of advertising on brand awareness is measured to 62.9% while the remaining 37.1% is influenced by other variables that are not included in this study. In paired t-test, the average value after treatment is 26.3, while the average value before treatment is 25.2. Sig (2-tailed) is 0.394 in value where it is bigger than 0.05. according to the decision criteria, it is concluded that there is a positive difference in the average of respondents’ answers before and after being given treatment, which indicates an increase in brand awareness level.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FISIP/2019/1225/052002819 |
| Uncontrolled Keywords: | Advertising, Brand Awareness, Marketing Communication Tool, Integrated Marketing Communication |
| Subjects: | 600 Technology (Applied sciences) > 659 Advertising and public relations > 659.1 Advertising |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Agus Wicaksono |
| Date Deposited: | 08 Nov 2020 11:35 |
| Last Modified: | 08 Nov 2020 11:35 |
| URI: | http://repository.ub.ac.id/id/eprint/179862 |
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