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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS
Asih, Sheni Mulya
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Decision Sciences, Operations Research & Management

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Peran Celebrity Endorsement Dan Tagline Terhadap Brand Awareness Konsumen N’Pure Di Purwakarta Kusumadewi, Ade Nurhayati; Marlina, Ropi; Mawardi, Amna; Laela, Ela; Asih, Sheni Mulya
Eqien - Jurnal Ekonomi dan Bisnis Vol 13 No 04 (2024): Eqien - Journal of Economics and Business
Publisher : Fakultas Ekonomi dan Bisnis Universitas Islam DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v13i04.1918

Abstract

This research was conducted to determine the effect of celebrity endorsements and taglines on brand awareness. In this study, data collection was used in the form of a non-probability sampling technique, namely a sampling technique that does not provide repeat or equal opportunity for each member of the population to be sampled. The data analysis method used in this study is multiple linear regression with the help of SPSS 25 software. Based on the results of the research that has been done, it shows that partially celebrity endorsements and taglines have a positive and significant effect on brand awareness. And all the dependent variables have a simultaneous effect on brand awareness with a calculated F value of 35.365 with a significant level of 0.000 <0.05. And the R square value shows a result of 0.429, which means that all dependent variables have a simultaneous effect of 42.9%. Keywords: Celebrity Endorsement, Tagline, Brand Awareness
Co-Authors Ade Nurhayati Kusumadewi Amna Mawardi Laela, Ela Ropi Marlina