Pengaruh Endorser Ariel Noah Terhadap Brand Awareness Pada Produk Greenlight Di Kota Bandung

Anggara Gagah Wicaksono, Achmad Manshur Ali Suyanto

Abstract

Abstrak Perusahaan biasanya menggunakan seorang endorser untuk menarik perhatian dari konsumen. Endorser berpengaruh terhadap citra dari suatu produk karena cenderung identik dengan produk yang diwakilinya. Penelitian ini bertujuan untuk mengetahui tanggapan masyarakat kota Bandung mengenai Ariel Noah, brand awareness Greenlight serta pengaruh dariendorser Ariel Noah yang terdiri dari atribut transference, congruence, credibiity, attraction dan power terhadap brand awareness Greenlight pada masyarakat di Bandung. Populasi dalam penelitian ini adalah masyarakat di Bandung dan sampel yang diambil sebanyak 408 responden. Tujuan dari penelitian ini adalah untuk mengetahui besarnya pengaruh Ariel Noah sebagai endorser terhadap brand awareness Greenlight. Dalam penelitian ini metode yang digunakan adalah metode analisis deskriptif kuantitatif dan analisis structural equation modeling amos. Hasil penelitian menunjukkan penilaian responden terhadap variabel endorser termasuk ke dalam kategori baik dengan persentase nilai skor keseluruhan sebesar 74.29%. Tanggapan responden terhadap variabel kesadaran merek termasuk ke dalam kategori cukup baik dengan persentase nilai skor keseluruhan sebesar 59,81%. Sub variabel endorser yang terdiri dari transference, congruence, credibility, attraction dan power secara simultan berpengaruh positif signifikan terhadap kesadaran merek dengan nilai F hitung sebesar 162.5. Secara parsial, hanya sub variabel congruence, credibility dan attraction yang berpengaruh signifikan terhadap kesadaran merek, sedangkan sub variabel transference, attraction dan power tidak berpengaruh secara signifikan terhadap kesadaran merek. Nilai koefisien determinasi yang didapat adalah sebesar 0.669. Dengan kata lain sebesar 66.9% kesadaran merek Greenlight dapat dijelaskan oleh transference, congruence, credibility, attraction dan power, sedangkan sisa 33.1% dijelaskan oleh pengaruh lain yang tidak diteliti dalam penelitian ini. Kata kunci : Endorser dan kesadaran merekAbstract Companies usually use an endorser to attract the attention of consumers. Endorsers affect the image of a product because it tends to be identical to the product it represents. This study aims to determine the response of the people of Bandung about Ariel Noah, brand awareness Greenlight and the influence of the Ariel Noahorsor consisting of attributes transference, congruence, credibiity, attraction and power towards Greenlight brand awareness in the community in Bandung. The population in this study were people in Bandung and the samples taken were 408 respondents. The purpose of this study was to determine the magnitude of the influence of Ariel Noah as an endorser of brand awareness Greenlight. In this study the method used is the method of quantitative descriptive analysis and analysis of structural equation modeling. The results of the study showed that respondents' assessment of the endorser variable was included in the good category with a percentage of the overall score of 74.29%. Respondents' response to the brand awareness variable belongs to the fairly good category with a percentage of the overall score of 59.81%. The endorser sub variable which consists of transference, congruence, visibility, attraction and power simultaneously has a significant positive effect on brand awareness with a calculated F value of 162.5. Partially, only subvariables of congruence, credibility and attraction have a significant effect on brand awareness, while sub-variables of transference, attraction and power do not significantly influence brand awareness. The coefficient of determination obtained is equal to 0.669. In other words 66.9% of Greenlight brand awareness can be explained by transference, congruence, credibility, attraction and power, while the remaining 33.1% is explained by other influences not examined in this study. Keywords: Endorser and brand awareness

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