The influence of endorser and advertising to brand awarenenss creating of “lux” soap  

Oleh:

Elsandra, Yesi ; Sumarni

Jenis: Article from Proceeding
Dalam koleksi: Proceeding IConEnt 2016 (International Conference on Entrepreneurship) : How Innovation could Improve the Performance and Productivity in Entrepreneurship?, page 1-11.
Topik: Endoser; Advertising; Brand Awareness.
Fulltext: Yesi Elsandra, Sumarni.pdf (528.45KB)

Isi artikel

The purpose of this study was determining the influence of endorser to Lux soap’s brand awareness, determining the influence of advertising to Lux soap’s brand awareness, and determining the influence of both endorser and advertising simultantly to Lux soap’s brand awareness. Population in this study is the Dharma Andalas University Students. Samples taken as many as 100 respondents using pusposive sampling technique. Data were collected through questionnaires filled out by the students, then analyzed using descriptive analysis, validity test, reliability test, multiple regression analysis, classic assumption test, hypothesis test through F-test and t-test, and using the determination coefficient analysis (R ²). This research conclude that endorse rhave significant influence to Lux soap’s brand awareness, advertising has significant influence to Lux soap’s brand awareness and simultantly both endorser and advertising have significant influence to Lux soap’s brand awareness.

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