Electronic Theses and Dissertation

ABSTRAK

Penelitian ini bertujuan untuk mengetahui pengaruh iklan dan bintang iklan terhadap kesadaran merek serta dampaknya pada proses pembelian pada kecap Bango di Banda Aceh, dimana variabel independen yaitu iklan (X1), bintang iklan (X2), dan kesadaran merek (Y) menjadi variabel intervening yang mempengaruhi proses pembelian (Z) sebagai variabel dependennya. Populasi dalam penelitian ini adalah konsumen kecap Bango. Sampel diambil sebanyak 112 orang responden dengan menggunakan teknik Purposive Sampling. Data dikumpulkan dengan menggunakan metode survey melalui kuesioner yang diisi oleh pelanggan. Kemudian data yang diperoleh dianalisis dengan menggunakan analisis jalur (path analysis). Analisis ini meliputi Uji Validitas, Uji Reliabilitas, Uji Asumsi Klasik, Persamaan Regresi, Uji Hipotesis melalui Uji F dan Uji t, serta analisis Koefisien Determinasi (R²). Berdasarkan hasil penelitian, persamaan regresi : Y1 = ?X1 + ?X2 + e, Z1 = ?X1Y+ ?X2Y + YZ + e, Y2 = ?X1Z + ?X2Z + ZY + e dan Z2 = ?Y + ?Z + e. Berdasarkan analisis data statistik, indikator-indikator pada penelitian ini bersifat valid dan variabelnya bersifat reliabel. Secara individual, variabel yang memiliki pengaruh paling besar adalah variabel iklan, diikuti oleh variabel bintang iklan dan variabel kesadaran merek.
Kata kunci : Iklan, Bintang Iklan, Kesadaran Merek, Proses Pembelian










ABSTRACT

This purpose of this research is to analyze the impact of the advertising and endorser towards brand awareness and their effects towards buying process on Bango soy sauce in Banda Aceh, where independents variables of this research is Advertising (X1), Endorser (X2), and Brand Awareness (Y) become intervening variable that give impact towards Buying Process (Z) as a dependent variable. The population of this research is Bango soy sauce customer. Sample that used in this research are 112 respondents. Technique sampling method that used in this research is purposive sampling. While its survey method used questionnaires. Then analyzed method that used path analysis. This analysis includes validity test, reliability test, and classical assumption test, Equation Regression. Hypothesis test that used includes F test, t-test, and Determination Coefficients Analysis (R²). According to this research results, regression formula: Y1 = ?X1 + ?X2 + e , Z1 = ?X1Y + ?X2Y + YZ + e , Y2 = ?X1Z + ?X2Z + ZY + e and Z2 = ?Y + ?Z + e. According to statistic data analysis, indicators in this research showed that all data were valid and reliable. As an individual, variable that have the biggest impact is Advertising. And followed by its independent variable, Endorsers and brand awareness.

Keywords : Advertising , Endorser , Brand Awareness , Buying Process

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