Clarinta, Laisya Kezia (2025) PENGARUH PRODUCT PLACEMENT, CELEBRITY ENDORSER, DAN PRODUCT INNOVATION TERHADAP BRAND AWARENESS WALL’S POPCORNETTO ICE CREAM. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
21042010314_COVER.pdf Download (1MB) |
|
Text (Bab 1)
21042010314_BAB I.pdf Download (509kB) |
|
Text (Bab 2)
21042010314_BAB II.pdf Restricted to Repository staff only until 8 May 2028. Download (644kB) |
|
Text (Bab 3)
21042010314_BAB III.pdf Restricted to Repository staff only until 8 May 2028. Download (679kB) |
|
Text (Bab 4)
21042010314_BAB IV.pdf Restricted to Repository staff only until 8 May 2028. Download (1MB) |
|
Text (Bab 5)
21042010314_BAB V.pdf Download (221kB) |
|
Text (Daftar Pustala)
21042010314_DAFTAR PUSTAKA.pdf Download (422kB) |
|
Text (Lampiran)
21042010314_LAMPIRAN.pdf Restricted to Repository staff only until 8 May 2028. Download (1MB) |
Abstract
This study analyzes the role of product placement, celebrity endorsers, and product innovation in enhancing the brand awareness of Wall’s PopCornetto. Marketing strategies play a crucial role in enhancing brand awareness, particularly in the highly competitive ice cream industry. As one of Unilever Indonesia's innovative products, Wall’s PopCornetto applies these strategies to strengthen its brand presence among consumers. The rapid expansion of digital media, especially YouTube and Instagram, presents new opportunities for brands to increase visibility and consumer engagement through creative marketing approaches. This research uses a quantitative approach with associative research type and purposive sampling technique. This study involved 100 respondents who are Wall's Cornetto Instagram followers, have watched Wall's PopCornetto advertisements on Iqbaal's program on the VINDES YouTube channel, recognize Refal Hady as a celebrity endorser, and know Wall's PopCornetto products.Data collection was carried out through a questionnaire using a Likert scale, and the analysis was conducted using SPSS 25 with validity and reliability tests, multiple linear regression, and hypothesis testing. The results showed that product placement, celebrity endorser, and product innovation significantly affect brand awareness, both partially and simultaneously. Among these variables, celebrity endorsers had the highest influence on brand awareness, indicating that a well-known and credible public figure can effectively attract consumer attention and reinforce product recall. Keyword : Product Placement, Celebrity Endorser, Product Innovation, Brand Awareness, Wall’s PopCornetto.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Laisya Kezia Clarinta | ||||||||
| Date Deposited: | 09 May 2025 06:22 | ||||||||
| Last Modified: | 09 May 2025 06:22 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36178 |
Actions (login required)
 |
View Item |