PENGARUH IKLAN, TAGLINE DAN CELEBRITY ENDORSER TERHADAP BRAND AWARENESS TOKOPEDIA PADA MAHASISWA PRODI MANAJEMEN FE UMRAH

Abstrak

Tokopedia has ads that are always "up to date" according to the development of consumer patterns. Tokopedia strives to innovate advertising with creativity that goes into all age ranges and groups. Tokopedia's unique advertising has the appeal of consumers to understand Tokopedia products. Thus creating tokopedia brand awareness to consumers. In the midst of e-commercecompetition, Tokopedia is not the only advertisement with unique creativity, therefore there are problems about advertising competition between e-commerce to create brand awareness to consumers towards Tokopedia compared to other e-commerce. Tokopedia tagline also undergoes a change every period that is adjusted to the development of consumer patterns. Tokopedia strives to translate consumer patterns into effective call-to-action forms. In the midst of e-commercecompetition, tagline has an important role in creating brand awareness of a product so that not only Tokopedia is trying to present a tagline that can win the hearts of consumers. Therefore, there is a problem about tagline competition between e-commerce to create brand awareness to consumers towards Tokopedia compared to other e-commerce. Celebrity endorser used tokopedia always change, this change is adjusted to the popularity of celebrities. The popularity is expected to attract consumers to shape tokopedia brand awareness. This is also done by other e-commerce, thus creating competition celebrity endorser used. According to Keller in Harahap (2016), to evaluate how far consumers are aware of a brand, there are four indicators, including: Recall, Recognition, Purchase, Consumption. The object of research in this study is Tokopedia with students of FE UMRAH Management Program tokopedia users with four research variables namely Advertising, Tagline and Celebrity Endorser and Brand Awareness. This type of research is quantitative research. According to Sugiyono (2015 : 9), quantitative method can be interpreted as a research method based on the philosophy of positivism, used to research on certain populations or samples, data collection using research instruments, quantitative / statistical data analysis, with the aim to test the hypothesis that has been established. The philosophy of positivism sees that these realities/symptoms/phenomena can be classified, relatively fixed, concrete, observed, measurable and the relationship between causation. The results of this study found that tokopedia ads, taglines, celebrity endorses affect brand awareness. Based on the conclusion of the study conducted by the author that advertising variables, taglines and celebrity endorse partially have a significant effect on tokopedia brandawareness.