BRAND PERSONALITY CREATION THROUGH ADVERTISING (STUDY KFC ON TELEVISION COMMERCIAL BREAK)
ABSTRACT: The perfect concept
of Advertising and its application on the mass media cannot be separated with
one central aspect from any sold product or certain service, named Brand
personality and depends on five main aspects, which are Sincerity, Excitement,
Competence, Ruggedness and Sophistication, especially for Kentucky Fried
Chicken in Manado City.This research’s purposes
are to figure out whether Brand Personality give significant influence
to the Advertising of KFC at Manado City, simultaneously and to figure out
whether Brand Personality give significant influence to the Advertising of KFC
at Manado City, partially. To achieve those objectives, Multiple Regression
Analysis is used. Its’ conclusions are Brand Personality generally give the significant influence for
the Advertising of KFC and each Brand
Personality partially give the significant influence for the Advertising of KFC.
Based on the results, company’s managers and employees must maintain and enhance
the good understanding about three Brand Personality, must improve customers’
understanding about Sophistication and Excitement, and must give more concern
about other influencing factors of the customers’ understanding about the
advertising and its contents.
Penulis: Richard Laurenz Mumu,
Sifrid S. Pangemanan
Kode Jurnal: jpmanajemengg160096
