Pengaruh Tagline dan Celebrity Endorser Terhadap Brand Awareness dan Dampaknya terhadap Behavioural Intention Produk Kuku Bima Ener-G di Wilayah Jakarta

Eric Kurnia Abdillah, Derriawan dan Djoharsyah Mx

Abstract


PT. Sidomuncul is a local company that produces Kuku Bima Ener-G which uses tagline and celebrity endorser in its promotion activities. The purpose of this study was to determine how much influence the tagline and celebrity endorser have on brand awareness and its impact on behavioral intention. This study uses probability sampling technique with a type of simple random sampling in the Jakarta area. The data were tested using multiple linear regression analysis equipped with t test and f test. Results of the analysis show that the tagline and celebrity endorser respectively and jointly have a significant effect on brand awareness. Tagline and celebrity endorser do not have a significant direct effect on behavioral intention but it requires brand awareness as intervening variable.

 

Keywords:      Behavioural Intention, Brand Awareness, Celebrity Endorser, Tagline

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References


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