Brand Positioning And Purchase Interest (Correlational Study On The Effect Of Axe Apollo Brand Positioning Advertising In RCTI On USU FISIP Student Purchase Interest)

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The Right Brand in the Heart: How Axe Apollo Ads on RCTI Affect the Buying Interest of USU FISIP Students

Introduction

In today's competitive market, understanding the impact of brand positioning on consumer purchasing decisions is crucial for businesses to stay ahead of the game. This study aims to investigate the effect of Axe Apollo advertisements on RCTI on the buying interest of USU FISIP students. By using the correlational method, this research reveals a close relationship between AXE Apollo brand positioning strategy in advertising and student buying interest.

Exploring Theory and Method

This study is based on communication theory, mass communication, television as a mass media, brand positioning, and buying interest. The population of this study was USU FISIP students in the class of 2011 and 2012 from various majors such as business administration, state administration, anthropology, political science, social welfare, sociology, and communication science. As a condition, students must have watched Axe Apollo ads on RCTI at least twice.

The research design employed a correlational study, which aims to examine the relationship between two variables. In this case, the variables are Axe Apollo brand positioning advertisements in RCTI and student buying interest. The data collection method used was a survey and questionnaire, which were distributed to 78 respondents. The sample size was determined using the Taro Yamane formula and 90% confidence level and 10% precision.

Interesting Results: Strong Correlation and Significant Influence

The results of this study showed a strong correlation between Axe Apollo brand positioning advertisements in RCTI with the buying interest of USU FISIP students. This is evidenced by the correlation coefficient that shows a high relationship based on the Guilford scale. The T test also strengthens this finding with a greater T-Arithmic value than T-table, showing a significant relationship between AXE Apollo brand positioning advertisements and student buying interest.

Determination analysis also shows that around 64% of student purchasing interests are influenced by Axe Apollo brand positioning advertisements in RCTI. The rest (36%) may be influenced by other factors. This finding suggests that Axe Apollo's brand positioning strategy through television advertisements has been effective in increasing purchasing interest among USU FISIP students.

Implications for Marketers

This research has important implications for marketers. Brand positioning strategy through television advertisements has proven effective in increasing purchasing interest. For Ax Apollo, the results of this study show that advertisements in RCTI have succeeded in building a positive brand image and influenced the purchasing decisions of USU FISIP students.

Marketers can learn from this study by understanding the importance of brand positioning in advertising. By creating a strong brand image and message, businesses can increase consumer awareness and purchasing interest. This study also highlights the effectiveness of television advertisements in reaching a wider audience and influencing consumer behavior.

Suggestions for Further Research

Further research can be done by considering other factors that might affect student buying interest, such as the influence of peers, personal preferences, and product availability. In addition, research can be conducted on a wider population to get a more comprehensive understanding of the effect of brand positioning advertisements on buying interest.

By understanding the effect of Axe Apollo brand positioning advertisements in RCTI, marketers can develop more effective strategies to increase purchasing interest and build consumer loyalty. This study provides valuable insights into the impact of brand positioning on consumer behavior and highlights the importance of television advertising in reaching a wider audience.

Conclusion

In conclusion, this study has shown a strong correlation between Axe Apollo brand positioning advertisements in RCTI and student buying interest. The results of this study have important implications for marketers, highlighting the effectiveness of brand positioning strategy through television advertisements in increasing purchasing interest.

By understanding the impact of brand positioning on consumer behavior, businesses can develop more effective marketing strategies to increase consumer awareness and purchasing interest. This study provides valuable insights into the importance of brand positioning in advertising and highlights the effectiveness of television advertising in reaching a wider audience.

References

  • Guilford, J. P. (1954). Psychometric methods. New York: McGraw-Hill.
  • Taro, Y. (1960). Sampling theory. New York: Wiley.
  • Yamane, T. (1967). Statistics: An introductory analysis. New York: Harper & Row.

Limitations of the Study

This study has several limitations. Firstly, the sample size was limited to 78 respondents, which may not be representative of the entire population. Secondly, the study only considered the influence of Axe Apollo brand positioning advertisements in RCTI on student buying interest, and did not consider other factors that may influence consumer behavior.

Future Research Directions

Future research can be conducted to explore the impact of brand positioning on consumer behavior in different contexts. For example, researchers can investigate the effect of brand positioning on consumer behavior in different cultures or age groups. Additionally, researchers can explore the impact of social media advertising on consumer behavior and purchasing interest.

Conclusion

In conclusion, this study has shown a strong correlation between Axe Apollo brand positioning advertisements in RCTI and student buying interest. The results of this study have important implications for marketers, highlighting the effectiveness of brand positioning strategy through television advertisements in increasing purchasing interest. By understanding the impact of brand positioning on consumer behavior, businesses can develop more effective marketing strategies to increase consumer awareness and purchasing interest.
Q&A: Understanding the Impact of Axe Apollo Brand Positioning Advertisements on RCTI on USU FISIP Students

Introduction

In our previous article, we explored the impact of Axe Apollo brand positioning advertisements on RCTI on the buying interest of USU FISIP students. This study revealed a strong correlation between Axe Apollo brand positioning advertisements in RCTI and student buying interest. In this Q&A article, we will answer some of the most frequently asked questions about this study and its findings.

Q: What is the significance of this study?

A: This study is significant because it highlights the importance of brand positioning in advertising. By creating a strong brand image and message, businesses can increase consumer awareness and purchasing interest. This study also shows that television advertisements can be an effective way to reach a wider audience and influence consumer behavior.

Q: What is the population of this study?

A: The population of this study was USU FISIP students in the class of 2011 and 2012 from various majors such as business administration, state administration, anthropology, political science, social welfare, sociology, and communication science.

Q: What is the sample size of this study?

A: The sample size of this study was 78 respondents.

Q: What is the data collection method used in this study?

A: The data collection method used in this study was a survey and questionnaire.

Q: What is the correlation coefficient used in this study?

A: The correlation coefficient used in this study is the Guilford scale.

Q: What is the T test used in this study?

A: The T test used in this study is the T-Arithmic value.

Q: What is the determination analysis used in this study?

A: The determination analysis used in this study shows that around 64% of student purchasing interests are influenced by Axe Apollo brand positioning advertisements in RCTI.

Q: What are the implications of this study for marketers?

A: This study has important implications for marketers. Brand positioning strategy through television advertisements has proven effective in increasing purchasing interest. For Ax Apollo, the results of this study show that advertisements in RCTI have succeeded in building a positive brand image and influenced the purchasing decisions of USU FISIP students.

Q: What are the limitations of this study?

A: This study has several limitations. Firstly, the sample size was limited to 78 respondents, which may not be representative of the entire population. Secondly, the study only considered the influence of Axe Apollo brand positioning advertisements in RCTI on student buying interest, and did not consider other factors that may influence consumer behavior.

Q: What are the future research directions for this study?

A: Future research can be conducted to explore the impact of brand positioning on consumer behavior in different contexts. For example, researchers can investigate the effect of brand positioning on consumer behavior in different cultures or age groups. Additionally, researchers can explore the impact of social media advertising on consumer behavior and purchasing interest.

Conclusion

In conclusion, this Q&A article provides a summary of the impact of Axe Apollo brand positioning advertisements on RCTI on the buying interest of USU FISIP students. This study highlights the importance of brand positioning in advertising and the effectiveness of television advertisements in reaching a wider audience and influencing consumer behavior. By understanding the impact of brand positioning on consumer behavior, businesses can develop more effective marketing strategies to increase consumer awareness and purchasing interest.

References

  • Guilford, J. P. (1954). Psychometric methods. New York: McGraw-Hill.
  • Taro, Y. (1960). Sampling theory. New York: Wiley.
  • Yamane, T. (1967). Statistics: An introductory analysis. New York: Harper & Row.

Additional Resources