Pengaruh Tagline Iklan “#kitasehatkitahebat” Terhadap Brand Association Produk Mie Instan Sehat Lemonilo

Fallya Pratiwi Hernant, Maylanny Christin

Abstract

Abstrak Penelitian ini menggunkan metode kuantitatif. Pada penelitian ini peneliti menentukan sampel dengan menggunakan teknik probability sampling. Dengan analisis hubungan kausal. Populasi pada penelitian ini merupakan followers aktif akun resmi instagram Lemonilo dan melalui perhitungan dengan tingkat kesalahan 10% diperoleh sampel sebanyak 100 responden. Teknik pengambilan sampel dilakukan secara non-probability sampling dan dengan metode purposive sampling. Pengujian hipotesis penelitian ini dilakukan menggunakan koefisien determinasi dan uji T lalu dianalisis menggunakan analisis regresi linier sederhana melalui SPSS IBM versi 22. Berdasarkan hasil uji hipotesis menggunakan uji-t didapat hasil bahwa tagline #KitaSehatKitaHebat memilki pengaruh terhadap brand association Mie Instan Sehat Lemonilo. Hal ini dibuktikan berdasarkan hasil pengujian hipotesis dengan uji t, didapatkan hasil t hitung > t tabel (7,801>1,985) dan signifikansi 0.000<0.05. Sehingga H0 “Tidak terdapat pengaruh tagline #KitaSehatKitaHebat terhadap brand association Mie Instan Sehat Lemonilo pada followers instagram @Lemonilo” ditolak yang berarti terdapat pengaruh tagline #KitaSehatKitaHebat terhadap brand association Mie Instan Sehat Lemonilo pada followers instagram @Lemonilo. Berdasarkan koefisien determinasi didapat bahwa tagline #KitaSehatKitaHebat memiliki pengaruh sebesar 38.6% terhadap brand association Mie Instan Sehat Lemonilo dan sisanya dipengaruhi oleh faktor lain. Kata kunci: Tagline, Brand Association, Lemonilo. Abstract This research uses quantitative methods. In this study, the researcher determined the sample using probability sampling technique. With causal relationship analysis. The population in this study are active followers of the official Lemonilo Instagram account and through calculations with an error rate of 10%, a sample of 100 respondents was obtained. The sampling technique was carried out by non-probability sampling and by purposive sampling method. The hypothesis testing of this research was carried out using the coefficient of determination and the T test and then analyzed using simple linear regression analysis through the IBM SPSS version 22. Based on the results of hypothesis testing using t-test, it was found that the tagline #KitaSehatKitaHebat has an influence on the Lemonilo Healthy Instant Noodle brand association. This is evidenced by the results of hypothesis testing with the t test, the results of t count > t Tabel (7.801> 1.985) and a significance of 0.000 <0.05. So H0 "There is no effect of the #KitaSehatKitaHebat tagline on the Lemonilo Healthy Instant Noodle brand association on Instagram followers @Lemonilo" which means that there is an influence of the #KitaSehatKitaHebat tagline on the Lemonilo Healthy Instant Noodle brand association on @Lemonilo Instagram followers. Based on the coefficient of determination, it was found that the tagline #KitaSehatKitaHebat had a 38.6% influence on the Lemonilo Healthy Instant Noodle brand association and the rest was influenced by other factors. Keywords: Tagline, Brand Association, Lemonilo

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