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Levita Dianty
Faculty of Economics and Business, Diponegoro University, Indonesia
Economics, Econometrics & Finance

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The determinant of brand awareness: Lesson from Indonesia Levita Dianty; Rizal Hari Magnadi
Jurnal Manajemen dan Pemasaran Jasa Vol. 13 No. 2 (2020): September
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (150.206 KB) | DOI: 10.25105/jmpj.v13i2.6150

Abstract

This study analyzes the effect of advertising creativity, jingles and endorsers on brand awareness using Multiple Linear Regression Analysis on 150 respondents in Semarang. The results showed that advertising creativity, jingles and endorsers have a positive and significant influence on brand awareness. Advertising creativity is the strongest variable affecting brand awareness. Companies need to use this variable as the most important factor because it has positive impacts.
Co-Authors Rizal Hari Magnadi