Pengaruh Iklan Webseries Pondan “Cita Rasa Raisa” Terhadap Brand Awareness Viewers
Kata Kunci:
Advertising, Brand Awareness Viewers, pondanAbstrak
Advertising is part of the communication strategy to market the object or service presented by the company which is useful as a medium of reminder for consumers of the products advertised by the advertiser. Along with the growth of PONDAN, many emerging new premix flour so PONDAN still need to increase brand awareness. The author is interested to see the influence of advertising webseries PONDAN "taste of Raisa" on brand Awareness audience. The purpose of this study was to examine the impact of PONDAN web series ads titled "Cita Rasa Raisa" on brand awareness among viewers. The method used is a simple regression analysis with a quantitative approach. The results showed that the dimension of attention has the greatest influence is the proportion of respondents who strongly agree with 67.9%. Hypothesis testing shows that PONDAN online advertising has a positive effect on people's brand awareness, with an R value of 0.711 showing a positive correlation. This is in line with the principle of communication that the sender's message is conveyed effectively to the communicator in the form of brand awareness. Thus, it can be concluded that the advertisement of the transvestite webseries "taste of Raisa" affects the audience's brand awareness.Unduhan
Referensi
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Aisyah. (2019). PENERAPAN MODEL AIDA (ATTENTION, INTEREST, DESIRE, ACTION) DALAM KEPUTUSAN PEMBELIAN DI TOKO LAZARUS BATIK JEMBER. Institut Agama Islam Negri Jember.
Alex Mahardika, I. K., & Santika, I. W. (2021). PERAN BRAND AWARENESS MEMEDIASI DAYA TARIK IKLAN ONLINE TERHADAP NIAT BELI “MADANTY FASHION.” Jurnal Managemen, 10.
Ayu, V. D. (2020). PENGARUH IKLAN WEBSERIES BANK BCA TERHADAP BRAND AWARENESS VIEWERS. Universitas Kristen Satya Wacana.
Dewi, Y. L., & Sugandi, M. S. (2019). PENGARUH IKLAN WEB SERIES SPACE # “KENAPA BELUM NIKAH?” TERHADAP BRAND AWARENESS JD.ID. Jurnal Komunikasi, 1.
Emang Gampang. (2019). Cita Rasa Raisa. Youtube Pondan. https://www.youtube.com/watch?v=tqzrVKjBAIA&list=PLuQq6oSW3fv4dLmlrr_fuOmPs1QkhvykL&index=12
Hariyani, D. septi. (2019). PENGARUH PERIKLANAN DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN PADA PERUMAHAN GRIYA PUSPANDARI ASRI TANJUNGPINANG. 8. https://www.journal.unrika.ac.id/index.php/jurnaldms/article/download/1827/1318
Mn, G. (2012). Global Consumens trust in Earned Advertising Grows in Importance. Glob Consum Trust Earned Advert Grows Importance.
Oktiani, A., & Khadafi, R. (2018). PENGARUH BRAND AWARENESS DAN BRAND IMAGE SERTA WORD OF MOUTH TERHADAP BRAND TRUST DAN PEMBENTUKAN BRAND LOYALTY PADA PELANGGAN C’BEZT FRIEDCHIKEN KECAMATAN GENTENG BANYUWANGI. Journal of Economic, Business and Accounting, 1.
Purnomo, D. (2014). STATISTIKA SOSIAL & APLIKOM (D. Purnomo (ed.); 1st ed., Vol. 1). Widya Sari.
Riesnanda Poetra, R., & Christantyawati, N. (2017). Model AIDA: Pola Penggunaan Media Sosial dalam Meningkatkan Kepuasan Penjualan di Toko Online Goldies Hijab. Komunikasi Profesional, 1.
Sugiyono, P. D. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (1st ed.). Alfabeta.
We Are Social. (2022, February). DIGITAL 2022: ANOTHER YEAR OF BUMPER GROWTH. Https://Wearesocial.Com/Uk/Blog/2022/01/Digital-2022-Another-Year-of-Bumper-Growth-2/.
Yunita, D., Nazaruddin, A., & Nailis, W. (2019). Pengaruh Youtube Advertising terhadap Brand Awareness dan Purchase Intention. Jurnal Manajemen Dan Kewirausahaan, 7(1). https://doi.org/10.26905/jmdk.v7i1.2538
