PENGARUH EFEKTIVITAS IKLAN NEW BNI MOBILE TERHADAP BRAND AWARENESS APLIKASI BNI MOBILE BANKING

KHOLAN, MUHAMMAD RAFLI and Nomaini, Faisal and Andarini, Rindang Senja (2022) PENGARUH EFEKTIVITAS IKLAN NEW BNI MOBILE TERHADAP BRAND AWARENESS APLIKASI BNI MOBILE BANKING. Undergraduate thesis, Sriwijaya University.

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Abstract

This research is entitled "The Effect of New BNI Mobile Advertising Effectiveness on Brand Awareness of BNI Mobile Banking Application". This study aims to see the level of advertising effectiveness and the level of brand awareness of the BNI Mobile Banking application, as well as to determine whether there is an influence between the effectiveness of advertising on brand awareness and how big the effect is. The theory used in this study is the theory of Advertising Effectiveness with the EPIC Model developed by Ac Nielsen in Durianto (2004), and the theory of Brand Awareness proposed by Keller (2016). The method used in this study is an explanative quantitative method. Data collection techniques were carried out by distributing questionnaires to 100 respondents. The results of this study indicate that the level of achievement of the variable effectiveness of advertising and brand awareness of the BNI Mobile Banking application is at a very high level. In addition, there is a significant effect between advertising effectiveness and brand awareness of the BNI Mobile Banking application with a value of tcount = 13.138 > ttable = 1.984. Based on the value of the coefficient of determination (R Square) obtained is 0.636, which means that 63.6% of the BNI Mobile Banking Application Brand Awareness variable is influenced by the New BNI Mobile Advertising Effectiveness variable, while the remaining 36.4% were influenced by other factors not examined in this study. Keyword : Effectiveness of Advertsing, Brand Awareness, Mobile Banking

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Efektivitas Iklan, Brand Awareness, Mobile Banking
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD59-59.6 Public relations. Industrial publicity
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Muhammad Rafli Kholan
Date Deposited:	30 May 2022 02:51
Last Modified:	30 May 2022 02:51
URI:	http://repository.unsri.ac.id/id/eprint/70799

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