MISTIANINGRUM, DESTIARA (2022) PENGARUH BRAND AMBASSADOR DAN TAGLINE IKLAN TERHADAP BRAND AWARENESS PADA PRODUK MIE SEDAAP DI HYPERMART LIPPO PLAZA SIDOARJO. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
Promotion is something that is already familiar to consumers today. Due to the large number of products offered, consumers today are increasingly selective in choosing products to be consumed or used. This makes producers or companies have to be more creative in making consumers interested in a product. Companies are required to design an effective marketing communication strategy in order to increase the company's brand awareness. The strategy so that brand awareness is achieved properly is by having a brand ambassador and also using an attractive slogan (tagline) so that it helps consumers to remember the brand. The population in this study are consumers or buyers of Mie Sedaap (any variant) at Hypermart Lippo Plaza Sidoarjo and the sample used is 72 respondents. The sampling method used a non-probability sampling technique, namely purposive sampling, namely sampling based on the characteristics or characteristics possessed by the sample. While the data processing technique used is Partial Least Square (PLS). Based on the results of the research that has been done, it is found that Brand Ambassador has a positive effect on Brand Awareness on Mie Sedaap products, which is acceptable, and Advertising Taglines have a positive effect on Brand Awareness on Mie Sedaap products, which can be accepted.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products H Social Sciences > HF Commerce > HF5549 Personnel Management. Employment Management |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Destiara Mistia Ningrum | ||||||||
| Date Deposited: | 04 Jul 2026 21:40 | ||||||||
| Last Modified: | 04 Jul 2026 21:40 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/8820 |
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