PENGARUH PESAN IKLAN, KREATIVITAS IKLAN, KREDIBILITAS CELEBRITY ENDORSER DAN MEDIA KOMUNIKASI TERHADAP EFEKTIVITAS IKLAN DALAM MENUMBUHKAN BRAND AWARENESS PRODUK SAMPO LIFEBUOY
Abstract: An effective ad is
an ad that can foster awareness for always remembering to be a brand
product. The background
to the problems
that the consumer awareness of the ads
delivered shampoo Lifebuoy brand has decreased, look at Top Brand Index,
Top of Mind Advertising and TOM Brand that Lifebuoy shampoo decreased
significantly when compared with other similar brands of shampoo. This study
aims to describe and analyze the effects of advertising messages, advertising
creativity, credibility celebrity endorser and communication media on the
effectiveness of advertising in aim to growing up brand awareness.
The population in this study were students of Diponegoro University in
Semarang who have seen Lifebuoy
shampoo ad impressions
on television. By
using a sampling
technique, purposive sampling, then obtained a sample of 100
respondents. The analytical tool used in this research is multiple linear
regression. Prior to the regression test, first tested the validity and
reliability and classic assumption.
The results showed that the advertising message shown to have a
significant positive influence on the effectiveness of advertising. Advertising
creativity has a positive and significant impact on the effectiveness of
advertising, meaning that the more creative ads delivered, then make the
audience pay attention to these ads in detail and detail so that is expected to
cause a rapid impact in efforts to increase the effectiveness of advertising.
Credibility of celebrity endorser positive influence on the effectiveness of
ads. The results also proved that the communications media positive
and significant impact
on the effectiveness
of advertising. Effectiveness
of advertising has a positive significant impact to brand awareness, it
means that the ad who has a message, creativity, credibility celebrity
endorser, and media communication is good and right it will increase the
effectiveness of your ad which will grow brand awareness
Keywords: advertising
messages, advertising creativity, credibility celebrity endorser, media
communication, advertising effectiveness and brand awareness
Penulis: Muhammad Andiyaksa,
Imroatul Khasanah
Kode Jurnal: jpmanajemendd170829
