ANALISIS PENGARUH DAYA TARIK IKLAN DAN EFEK KOMUNITAS TERHADAP KESADARAN MEREK DAN SIKAP TERHADAP MEREK KARTU SELULER PRABAYAR MENTARI DI SEMARANG

OCTAVIASARI, Sherly and WIDIYANTO, Ibnu (2011) ANALISIS PENGARUH DAYA TARIK IKLAN DAN EFEK KOMUNITAS TERHADAP KESADARAN MEREK DAN SIKAP TERHADAP MEREK KARTU SELULER PRABAYAR MENTARI DI SEMARANG. Undergraduate thesis, Universitas Diponegoro.

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Abstract

This study is aimed to analyze and provide empirical evidence about whether the advertisement attractiveness and the effects of community influence on brand awareness and attitude towards brand. This research used a multiple linear regression method with SPSS for windows software. The population was the people of Semarang who used Mentari prepaid card. The number of samples are 100 respondents and the sampling method was accidental sampling. The result showed that attractiveness and community effect have positive and significant impacts on brand awareness. Further brand awareness, attractiveness and community effect have also positive and significant impacts on attitude towards brand. The most dominant variable of model 1 is advertisement attractiveness, while for model 2, brand awareness is the highest influence on attitude towards brand. Advertisement attractiveness will be the most influential factor on attitude towards brand through the forming of brand awareness.

Item Type:Thesis (Undergraduate)
Additional Information:advertisement attractiveness, community effect, brand awareness, attitude towards brand
Uncontrolled Keywords:advertisement attractiveness, community effect, brand awareness, attitude towards brand
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:28741
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:28 Jul 2011 11:06
Last Modified:28 Jul 2011 11:06

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