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All Journal Ekuitas: Jurnal Pendidikan Ekonomi Ekuitas Jurnal Pnedidikan Ekonomi
Luh Pani Atmini
Universitas Pendidikan Ganesha
Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Brand Ambassador dan Word of Mouth Terhadap Brand Awareness Produk Ms. Glow di Kota Singaraja Luh Pani Atmini; I Nyoman Sujana
Ekuitas: Jurnal Pendidikan Ekonomi Vol. 11 No. 1 (2023)
Publisher : Fakultas Ekonomi Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ekuitas.v11i1.60955

Abstract

This research was conducted to examine: (1) the effect of Brand Ambassador on Brand Awareness of Ms Glow's products, (2) the effect of Word of Mouth on Brand Awareness of Ms Glow's products, and (3) the influence of Brand Ambassador and Word of Mouth on Brand Awareness of Ms Glow's products. This type of research is causalitative research. The population in this study were all consumers of Ms Glow in the city of Singaraja. The population in this study is unknown because there is no exact data regarding the number of Ms Glow consumers in Singaraja City and the total sample is 110. The sample technique used is purposive sampling technique. Methods of data collection using a questionnaire with the method of data analysis, namely multiple linear regression analysis. The hypothesis test uses the t test and F test which are processed with the help of SPSS 25 for windows. The results of this study indicate that: (1) brand ambassadors have a positive and significant effect on brand awareness of Ms Glow products with a significance value of 0.000 <0.05, (2) word of mouth has a positive and significant effect on brand awareness of Ms Glow products with a significance value of 0.000 <0.05, and (3) brand ambassadors and word of mouth have a positive and significant effect on brand awareness of Ms Glow's products with a significance value of 0.000 <0.05.
Pengaruh Brand Ambassador dan Word of Mouth Terhadap Brand Awareness Produk Ms. Glow di Kota Singaraja Luh Pani Atmini; I Nyoman Sujana
Ekuitas: Jurnal Pendidikan Ekonomi Vol. 11 No. 1 (2023)
Publisher : Fakultas Ekonomi Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ekuitas.v11i1.60955

Abstract

This research was conducted to examine: (1) the effect of Brand Ambassador on Brand Awareness of Ms Glow's products, (2) the effect of Word of Mouth on Brand Awareness of Ms Glow's products, and (3) the influence of Brand Ambassador and Word of Mouth on Brand Awareness of Ms Glow's products. This type of research is causalitative research. The population in this study were all consumers of Ms Glow in the city of Singaraja. The population in this study is unknown because there is no exact data regarding the number of Ms Glow consumers in Singaraja City and the total sample is 110. The sample technique used is purposive sampling technique. Methods of data collection using a questionnaire with the method of data analysis, namely multiple linear regression analysis. The hypothesis test uses the t test and F test which are processed with the help of SPSS 25 for windows. The results of this study indicate that: (1) brand ambassadors have a positive and significant effect on brand awareness of Ms Glow products with a significance value of 0.000 <0.05, (2) word of mouth has a positive and significant effect on brand awareness of Ms Glow products with a significance value of 0.000 <0.05, and (3) brand ambassadors and word of mouth have a positive and significant effect on brand awareness of Ms Glow's products with a significance value of 0.000 <0.05.
Co-Authors I Nyoman Sujana