Ferdy, Rizky and Sari, Wulan Purnama Pengaruh Iklan Billboard Gojek Versi #UninstallKhawatir Terhadap Brand Awareness. Pengaruh Iklan Billboard Gojek Versi #UninstallKhawatir Terhadap Brand Awareness.

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Abstract

Digital era already begun now it is the time of internet make everything so practical and lead
many improvements for many fields, as one of it is business, business industry is developing
so fast using digital media making new start-up businesses that need promotion to reach the
society, this research purpose is to find Gojek #UninstallKhawatir billboard print-ads effect
to Gojek’s brand awareness measured using AIDA: Attention, Interest, Desire, and Action.
The research method is quantitative method using surveying. The technical field-research is
using non-probability technique with the style of purposive sampling, the respondent was 30
people for pre-test and 50 people for post-test. Data technique collected by questionnaire and
books study. The tests included are validity test, reliability test, normality test. Data analysis
is using determination coefficient determination, simple regression analysis, T-test, F-test. The
correlation coefficient result is 0,826 which shows strong link between variables, and
determination coefficient’s result is 68% of brand awareness: AIDA affected by Gojek’s
billboard print-ads. The conclusion of this research is “Reminder” that is in advertising
purpose theory is the one that influences the “interest” level of brand awareness measured by
AIDA.

Item Type: Article
Subjects: Penelitian > Fakultas Ilmu Komunikasi
Divisions: Fakultas Ilmu Komunikasi > Ilmu Komunikasi
Depositing User: Puskom untar untar
Date Deposited: 04 Jan 2021 14:55
Last Modified: 04 Jan 2021 14:55
URI: https://repotest.untar.ac.id/id/eprint/14252

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