Jurnal Manajemen dan Pemasaran Jasa
Vol. 13 No. 2 (2020): September

The determinant of brand awareness: Lesson from Indonesia

Levita Dianty (Faculty of Economics and Business, Diponegoro University, Indonesia)
Rizal Hari Magnadi (Faculty of Economics and Business, Diponegoro University, Indonesia)

Article Info

Publish Date
31 Oct 2020

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.

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Journal Info
Jurnal Manajemen dan Pemasaran Jasa
Website

Abbrev

jasa

Publisher

Universitas Trisakti

Subject

Economics, Econometrics & Finance

Description

Jurnal Manajemen dan Pemasaran Jasa is a peer reviewed and open access journal published by Lembaga Penerbit Fakultas Ekonomi dan Bisnis (LPFEB). This journal receives an original research paper and review paper which suitable with focus and ...