ANALISIS EFEKTIVITAS IKLAN MOTOR YAMAHA DI TELEVISI DALAM MEMBANGUN BRAND AWARENESS KONSUMEN DIKOTA INDERALAYA

YUSRIKA, ELIZA and Puspowarsito, Herianto and Diah, Yuliansyah M. (2007) ANALISIS EFEKTIVITAS IKLAN MOTOR YAMAHA DI TELEVISI DALAM MEMBANGUN BRAND AWARENESS KONSUMEN DIKOTA INDERALAYA. Undergraduate thesis, Sriwijaya University.

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Abstract

Advertisement is one of communication process to consumer. It function to give information, persuade, and remind consumer of product brand. Hopefully by using advertisement, consumers will give some feedback. Consumer will be aware of that brand and make purchase decision on that product The objectives of this research are: 1) To find out whether or not Yamaha motorcycle advertisement on television to be effective in constructs consumer brand awareness. 2) To find out the position Yamaha motorcycle brand awareness in consumer’s mind. Method of the study was statistic method. This statistic analysis consists of regression analysis. Data Processing to know effectiveness Yamaha motorcycle advertisement in build consumer brand awareness on television was analyzed by using SPSS 11.5 (Statistical Package For Social Science). Research results shows that Yamaha motorcycle advertisement was enough effective in construct consumers brand awareness. Descriptive analysis results shows that the consumers brand awareness position where Yamaha brand only on brand recall position or as consumer alternative purchasing. Furthermore, the writer suggests enterprise to do promotion below the line by doing straight interaction with consumer. For example the enterprise does event-event, sampling, etc.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Effectiveness advertisement on television and brand awareness
Subjects: H Social Sciences > HB Economic Theory > HB615-715 Entrepreneurship. Risk and uncertainty. Property
Divisions: 01-Faculty of Economics > 61201-Management (S1)
Depositing User: Mr Halim Sobri
Date Deposited: 19 Mar 2021 03:52
Last Modified: 19 Mar 2021 03:52
URI: http://repository.unsri.ac.id/id/eprint/43729

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