Analisis Pengaruh Komunikasi Pemasaran Above The Line Dan Below The Line Terhadap Brand Awareness Dan Minat Beli Minuman Merek Teaz Di Jakarta

Julistia, Risha (2012) Analisis Pengaruh Komunikasi Pemasaran Above The Line Dan Below The Line Terhadap Brand Awareness Dan Minat Beli Minuman Merek Teaz Di Jakarta. S1 thesis, STIE Indonesia Banking School.

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Abstract

This study aims to analyze the influence of marketing communication above the line and below the line to brand awareness and willingness to buy of Teaz iced tea in Jakarta. This study uses six independent variables which is: endorser attractiveness on TV, advertising story attractiveness on TV, message effectiveness on TV, message effectiveness on print media, message effectiveness on radio, and message effectiveness on out-of-home media for above the line dimension, and also uses two independent variables consists of: events and internet for below the line dimension. Here, brand awareness acts as an intervening variable while willingness to buy acts as a dependent variable. This study uses multiple regression analysis. Data is obtained by distributing 100 questionnaires to Teaz's advertisement audiences who are yet to buy the product and domiciled in Jakarta. The results of first regression in this study shows that endorser attractiveness on TV, advertising story attractiveness on TV, message effectiveness on radio, and events have significant influence to brand awareness and also indicated that all those variables have positive influence but endorser attractiveness on TV. On the other hand, message effectiveness on TV, message effectiveness on print media, message effectiveness on out-of-home media, and internet have no significant influence to brand awareness. Then the second regression's result in this study shows that brand awareness has positive and significant influence towards the willingness to buy. Therefore, in order to increase brand awareness and willingness to buy Teaz iced tea, the company is advised to maximize the advertisement and promotion using the endorser attractiveness on TV, advertising story attractiveness on TV, message effectiveness on radio, and events. Keywords: marketing communication, above the line, below the line, brand awareness, willingness to buy.

Item Type: Thesis (S1)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: KODEPRODI61201#Manajemen
Depositing User: Ms Dyta Medina
Date Deposited: 15 Oct 2020 08:43
Last Modified: 15 Oct 2020 08:43
URI: http://repository.ibs.ac.id/id/eprint/1533

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