Analisis faktor-faktor pembentukan brand awareness: periklanan: Studi kasus produk Top Coffee di Universitas Islam Negeri Maulana Malik Ibrahim Malang

INDONESIA:

Promosi melalui media periklanan sangatlah efisien karena menggunakan biaya rendah, mempunyai daya bujuk (persuasive) yang kuat dan diharapkan mampu meningkatkan brand awareness. Brand awareness dibentuk sebagai kunci dalam ekuitas merek. Sehingga penjualan produk Top Coffee dapat meningkat.

Tujuan penelitian ini adalah (a) Mengetahui faktor-faktor pembentukan brand awareness produk Top Coffee (b) Mengetahui faktor yang lebih dominan dalam pembentukan brand awareness produk Top Coffee (sebagaimana hasil point 1).

Lokasi penelitian di Universitas Islam Negeri Maulana Malik Ibrahim Malang pada mahasiswa minimal semester 3 dari 6 fakultas dan 20 jurusan dengan jumlah mencapai 7.141 mahasiswa. Adapun alat analisis yang digunakan dalam penelitian ini adalah uji validitas, uji reliabilitas, dan analisis faktor.

Dalam penelitian ini, variabel yang digunakan adalah pesan iklan, tagline iklan, celebrity endorser iklan, media iklan, efektifitas iklan, persepsi iklan, brand identity design, iklan televisi dan frekuensi penayangan iklan.

Hasil penelitian ini menunjukkan bahwa, hasil rotasi dengan metode analisis faktor responden disimpulkan bahwa 9 variabel dapat direduksi menjadi 7 faktor yaitu efektifitas iklan dengan nilai 33.032 %; pesan iklan 8.011 %; celebrity endorser 6.473 %; iklan televisi 4.728 %; persepsi iklan 4.305 %; frekuensi penayangan iklan 4.229 % dan norma moral iklan 3.480 %. Faktor yang paling dominan sebagai pembentuk brand awareness produk top coffee adalah efektifitas iklan.

ENGLISH:

Promotion by advertising media is very efficient because it uses a low cost, has a strong persuasive and be able to increase brand awareness. Brand awareness is created for a main point of brand equity. By this media advertising the Top Coffee product sold increasingly.

The purpose of this study is (a) Knowing the formation factors of brand awareness of Top Coffee Products (b) Knowing the most dominant factor in creating brand awareness of Top Coffee products (as the result of point 1).

Research location is located at Islamic State University of Maulana Malik Ibrahim Malang by students of semester 3, from 6 faculties and 20 departments, with the total number 7.141 students. The analysis tools which are used in this research are validity test, reliability test, and analysis factor.

In this research, the variables used advertising messages, advertising tagline, celebrity endorser advertising, advertising media, advertising effectiveness, advertising perception, brand identity design, television commercials and advertising frequency.

The results of this study indicate that, the results of the rotation method of respondents factor analysis concluded that the 9 variables can be reduced to seven factors: the effectiveness of advertising with the value of 33.032%; 8.011% of advertising messages; 6.473% of celebrity endorser; 4,728% of television advertising; 4.305% of advertising perception; 4.229% of advertising frequency and 3.480% of advertising norm morality. The most dominant factor to create brand awareness of Top Coffee products is the effectiveness of advertising.