PENGARUH CELEBRITY ENDORSER DAN TAGLINE TERHADAP BRAND AWARENESS PADA PRODUK CLEAR MEN SHAMPOO DI PT. PALAPA DIGITAL ELEKTRONIK INDONESIA
Daftar Isi:
- ABSTRACT Adinda Rahmadewi Noor, 2016; The Influence Of Celebrity Endorser And Tagline Toward Brand Awareness Of Clear Men Shampoo At PT. Palapa Digital Elektronik Indonesia. Thesis, Jakarta: Concentration of Marketing Management, S1-Regular Studies Program, Department of Management, Faculty of Economic, State University of Jakarta. The purpose of this study were: 1) To notice the affect between celebrity endorser on brand awareness 2) To notice the affect between tagline on brand awareness 3) To determine empirically the effect of celebrity endorser and tagline on brand awareness of Clear Men Shampoo. The analysis conducted in this study is descriptive and explanatory analysis survey. Research conducted on 110 respondents of Customer Clear Men Shampoo at PT. Palapa Digital Elektronik Indonesia. Data collected by distributing questionnaires, which are then processed using SPSS version 22. The results show that: 1) Celebrity endorser significantly influence brand awareness of Clear Men Shampoo. This is evidenced with sig 0.000 < 0.05. 2) Tagline variables significantly brand awareness of Clear Men Shampoo. This is evidenced with sig 0.002 < 0.05. 3) The second independent variable celebrity endorser and tagline also have a significant effect on the dependent variable is brand awareness. Because sig 0.000 < 0.05. Keywords: Celebrity Endorser, Tagline, Brand Awareness