Pengaruh Penggunaan Slogan Pada Iklan Terhadap Keputusan Pembelian Konsumen Teh Botol Sosro Dengan Mediasi Kesadaran Merek
DOI:
https://doi.org/10.55606/jekombis.v2i4.2594Keywords:
Brand Awareness, Purchase Decision, SloganAbstract
This research aims to determine "The Effect of Using Slogans in Advertisements on Consumer Purchasing Decisions for Sosro Bottle Tea Mediated by Brand Awareness". In this research there are three variables, namely, slogans in advertisements as the independent variable, purchasing decisions as the dependent variable, and brand awareness as the mediating variable. The research method used in this research is quantitative with a descriptive approach distributed to 100 respondents using a questionnaire distributed online with a Likert scale technique. Based on the problem formulation and discussion of research results, the following conclusions are obtained: (1) Slogans have a significant effect on brand awareness. (2) Slogans have a significant effect on purchasing decisions. (3) Brand awareness has a significant effect on purchasing decisions. (4) Slogans do not have a significant effect on purchasing decisions through brand awareness as a mediating variable.
References
Aaker, D. A. (2008). Managing Brand Equity (1st ed., Vol. 1). The Free Press. Abdi, S., and Irandoust, A. (2013). The Importance Of Advertising
Abdillah, W, & Jogiyanto. 2021. Partial Least Square (PLS) Alternatif SEM Dalam Penelitian Bisnis. Yogyakarta : Andi.
Abimoro, B. (2014). “Pengaruh Slogan Dan Brand Ambassador Terhadap Brand Awareness Produk Kartu Perdana Simpati (Studi Kasus Jogjakarta)”. Yogyakarta; Fakultas Ekonomi Universitas Negeri Yogyakarta.
Ambolau, M. A. P., Kusumawati, A., dan Mawardi, M. K. (2015). The Influence Of Brand Awareness And Brand Image On Purchase Decision. Jurnal Administrasi Bisnis (JAB), 2(2), 1–8.
Ansari, S., Ansari, G., Ghori, M. U., dan Kazi, A. G. (2019). Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision. Journal of Public Value and Administration Insights (JPVAI), 2(2), 5–10.
Balmer, J. M. T., and Greyser, S. A. (2006). Corporate marketing. European Journal of Marketing, 630–641.
Belch, George E., Belch, Michael A.. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th ed). New York, NY: McGraw-Hill Education.
Boone, Louis E dan Kurtz, David L. (2002). Pengantar Bisnis. Jilid ke-1. Terjemahan Anwar Fadriansyah. Penerbit Erlangga. Jakarta.
Cummins Julian. (2009). PT. Gramedia Pustaka. Strategi Promosi yangKreatif dan analisis kasus integrated marketing communicatiom. Jakarta.
Dahlen, M., dan Rosengren, S. (2005). Brands affect slogans affect brands? Competitive interference, brand equity and the brand-slogan link. Henry Stewart Publication - Brand Management, 12(3), 151–164.
Darmandi Durianto, Toni Sitinjak, (2001) Strategi Menaklukkan Pasar, PT Gramedia Pustaka Utama, Jakarta,.
Ernestivita, G. (2016). Analisis Efektivitas Tagline Iklan Televisi Minuman Ringan Teh Botol Sosro Versi “Apapun Makanannya Minumnya Teh Botol Sosro” Dengan Menggunakan Metode Customer Response Index (Cri). Eksis, IX(2), 141–150.
Hanaysha, J. R. (2018). An examination of the factors affecting consumer‟s purchase decision in the Malaysian retail market. PSU Research Review: An International Joiurnal, 2(1).
Ismiati, N (2000). Slogan Dan Slogan Senjata Pamungkas Iklan. Jakarta: PT Gramedia Pustaka Utama.
Kohli, C., and Suri, R. (2007). Got slogan? Guidelines for creating effective slogans. Elsevier Journal - Business Horizons, 50, 415–422.
Kohli, C., Thomas, S., and Suri, R. (2013). Are You In Good Hands? Slogan Recall: What Really Matters. Journal of Advertising Research, 53(1), 31–42.
Kotler, P., and Keller, K. L. (2016). Marketing Management (15th ed.). London : Pearson Education.
Krisnawati, Devi. (2016). Pengaruh Brand Awareness Terhadap Keputusan Pembelian Amdk Merek Aqua (Studi Pada Masyarakat Di Kota Bandung). Jurnal Manajemen Bisnis Krisnadwipayana, Vol. 4. No. 1.
Machfoeds, M. (2010). Komunikasi pemasaran modern (Sambilegi Editorial Agency, Ed.). Cakar Ilmu.
Marlius, D. (2017). Keputusan Pembelian Berdasarkan Faktor Psikologis Dan Bauran Pemasaran PT Intercom Mobilindo Padang. Jurnal Pundi, 1(1), 57– 66.
Moriarty, S., Wells, W., dan Mitchell, N. (2011). Advertising (BS. Triwibowo, Ed.; 8th ed.). Kencana.
Nuradi, (1996). Kamus periklanan Indonesia. Jakarta: PT gramedia pustaka utama.
Rangkuti, F. (2008). The Power Of Brand ; Teknik Mengelola Brand Equity Dan Pengembangan Merek + Analisis Kasus Dengan SPSS. Jakarta: Gramedia.
R, M., J, S., Liu, Y., Chow, W. T., Nguyen, M. T., dan Sparks, L. (2020). Slogans, Brands and Purchase Behaviour of Students. Young Consumers, 21(3), 305– 317.
Shimp, T. A. (2003). Periklanan dan Promosi : Komunikasi Pemasaran Terpadu (S. Saat dan W. C. Kristiaji, Eds.; 5th ed.). Erlangga.
Silveira, P., Galvao, S., dan Penteado, G. (2017). “Yes They Can?” - An Empirical Study on the Effect of Slogans in Brand Awareness. Rethingking Social Action. Core Values in Practice, 821–831.
Sugiyono. (2016). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan RdanD. Alfabeta
Suhandang, Kustadi. (2010). Periklanan : Manajemen, Kiat dan Strategi. Bandung :Nuansa
Suryana. ( 2008). Kewirausahaan Pedoman Praktis: Kiat Dan Proses Menuju Sukses, Edisi Tiga. Jakarta: Salemba Empat.
Wahyudi, D., dan Djamaris, A. R. A. (2018). Metode Statistik Untuk Ilmu dan Teknologi Pangan. Jakarta: Salemba Empat.
Yanti, M. O. Z. (2016). Pengaruh Kesadaran Merek, Asosiasi Merek, Dan Brand Image Terhadap Keputusan Pembelian Aqua. Jurnal Ilmu Dan Riset Manajemen, 5(5), 1–15.
Zhang, H., Gursoy, D., dan Xu, H. (2016). The Effects of Associative Slogans on Tourists‟ Attitudes and Travel Intention: The Moderating Effects of Need for Cognition and Familiarity. Journal of Travel Research, 1–15.
Zuhdi, Z., Suharjo, B., & Sumarno, H. (2016). Perbandingan pendugaan parameter koefisien struktural model melalui SEM dan PLS-SEM. Journal of Mathematics and Its Applications, 15(2), 11-22.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Yasmin Salsabilla, Aripin Ahmad , Dwi Asri Ambarwati
This work is licensed under a Creative Commons Attribution 4.0 International License.
