The determinant of brand awareness: Lesson from Indonesia

JURNAL MANAJEMEN DAN PEMASARAN JASA

View Publication Info
 
 
Field Value
 
Title The determinant of brand awareness: Lesson from Indonesia
 
Creator Dianty, Levita
Magnadi, Rizal Hari
 
Subject Manajemen Pemasaran
Advertising creativity; jingle; endorsers; brand awareness; e-commerce
 
Description 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.
 
Publisher Lembaga Penerbit Fakultas Ekonomi dan Bisnis
 
Contributor
 
Date 2020-10-31
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://www.trijurnal.lemlit.trisakti.ac.id/jasa/article/view/6150
10.25105/jmpj.v13i2.6150
 
Source Jurnal Manajemen dan Pemasaran Jasa; Vol 13, No 2 (2020): September; 297-306
2442-9732
0216-3780
 
Language eng
 
Relation http://www.trijurnal.lemlit.trisakti.ac.id/jasa/article/view/6150/5898
 
Rights Copyright (c) 2020 Jurnal Manajemen dan Pemasaran Jasa
http://creativecommons.org/licenses/by-nc/4.0
 

Contact Us

The PKP Index is an initiative of the Public Knowledge Project.

For PKP Publishing Services please use the PKP|PS contact form.

For support with PKP software we encourage users to consult our wiki for documentation and search our support forums.

For any other correspondence feel free to contact us using the PKP contact form.

Find Us

Twitter

Copyright © 2015-2018 Simon Fraser University Library