The Effect Of Advertising Appeal On Indomie Product Brand Awareness On Commercial/business Administration Students
The Effect of Advertising Appeal on Indomie Product Brand Awareness on Commercial/Business Administration Students
Introduction
Advertising plays a crucial role in shaping brand awareness, particularly among students who are potential consumers. This study aims to investigate how the attractiveness of Indomie advertisements can impact brand awareness or brand awareness of Indomie products among commercial administration/business students of the University of North Sumatra (USU). The study's findings will provide valuable insights for marketers to design more effective and efficient advertising campaigns.
Background of the Study
The population studied consisted of commercial/business administration students from the class of 2013 to 2016, totaling 618 students. From this population, using the Slovin formula, a sample of 86 people was obtained as research respondents. The sampling technique used is non-probability sampling with the purposive sampling method, which allows researchers to choose respondents based on certain criteria.
Methodology
The data used in this study consisted of primary and secondary data. Data analysis was carried out by classical assumption test, including the normality test. The analysis method chosen is simple linear regression, with hypothesis testing using t-test and determination test. The results showed the regression equation as follows:
Results
From statistical analysis, indicators in this study show good validity and reliable variables. The classic assumption test in the model shows that the data in this study is normally distributed. The results of the regression analysis show that the advertising attraction variable has a positive effect on brand awareness with a regression coefficient value of 0.661. Hypothesis testing through T-test shows that the advertising attraction variable has a positive and significant effect on brand awareness variables.
Through the determination test, the R Square value was 0.241. This means that 24.1% of variations in brand awareness can be explained by advertising appeal, while the remaining 75.9% is influenced by other factors that are not examined in this study.
Discussion
The results of this study emphasize the importance of advertising attractiveness in building brand awareness, especially for consumer products such as Indomie. In the context of students, which is an age group that is sensitive to promotion and advertising, the attractiveness of advertising can increase their interests and preferences for certain brands. This is in line with marketing theory which states that advertising that attracts attention can create a positive image and increase buying interest.
However, keep in mind that although the attractiveness of advertising contributes to brand awareness, other factors such as product quality, price, and consumer experience also play an important role. Therefore, for Indomie marketers, not only focus on the attractiveness of advertising, but also improves product quality and meets consumer expectations. Integrated and comprehensive marketing strategies will help in building strong brand awareness among young consumers, while creating higher brand loyalty.
Conclusion
In an increasingly competitive world, an understanding of the effect of advertising attractiveness on brand awareness will be a valuable tool for marketers to design more effective and efficient advertising campaigns. This research is expected to provide insight for marketers in developing marketing strategies that are right on target, so as to maintain market share and improve brand image among young consumers.
Recommendations
Based on the findings of this study, the following recommendations are made:
- Indomie marketers should focus on creating attractive and engaging advertisements that can capture the attention of young consumers and increase their interests and preferences for the brand.
- Product quality and price should be improved to meet consumer expectations and increase brand loyalty.
- Integrated and comprehensive marketing strategies should be developed to build strong brand awareness among young consumers.
- Marketers should conduct further research to investigate the effect of other factors on brand awareness, such as social media and influencer marketing.
Limitations of the Study
This study has several limitations that should be noted. Firstly, the study only focused on commercial administration/business students of the University of North Sumatra (USU), which may not be representative of the broader population. Secondly, the study only examined the effect of advertising attractiveness on brand awareness, and did not investigate other factors that may influence brand awareness. Finally, the study only used a sample of 86 respondents, which may not be sufficient to generalize the findings to the broader population.
Future Research Directions
This study provides several avenues for future research. Firstly, researchers can investigate the effect of other factors on brand awareness, such as social media and influencer marketing. Secondly, researchers can conduct further research to investigate the effect of advertising attractiveness on brand awareness in different contexts, such as in different industries or in different cultures. Finally, researchers can conduct further research to investigate the impact of brand awareness on consumer behavior and decision-making.
References
- [List of references cited in the study]
Appendix
- [Appendix materials, such as raw data, questionnaires, and additional tables and figures]
Frequently Asked Questions (FAQs) about the Effect of Advertising Appeal on Indomie Product Brand Awareness on Commercial/Business Administration Students
Q: What is the main objective of this study?
A: The main objective of this study is to investigate how the attractiveness of Indomie advertisements can impact brand awareness or brand awareness of Indomie products among commercial administration/business students of the University of North Sumatra (USU).
Q: What is the population studied in this research?
A: The population studied in this research consisted of commercial/business administration students from the class of 2013 to 2016, totaling 618 students.
Q: What is the sampling technique used in this study?
A: The sampling technique used in this study is non-probability sampling with the purposive sampling method, which allows researchers to choose respondents based on certain criteria.
Q: What is the data analysis method used in this study?
A: The data analysis method used in this study is simple linear regression, with hypothesis testing using t-test and determination test.
Q: What is the regression equation obtained from the data analysis?
A: The regression equation obtained from the data analysis is:
Q: What is the R Square value obtained from the determination test?
A: The R Square value obtained from the determination test is 0.241, which means that 24.1% of variations in brand awareness can be explained by advertising appeal.
Q: What are the implications of this study for marketers?
A: The findings of this study suggest that advertising attractiveness is an important factor in building brand awareness, especially among young consumers. Marketers should focus on creating attractive and engaging advertisements that can capture the attention of young consumers and increase their interests and preferences for the brand.
Q: What are the limitations of this study?
A: This study has several limitations that should be noted. Firstly, the study only focused on commercial administration/business students of the University of North Sumatra (USU), which may not be representative of the broader population. Secondly, the study only examined the effect of advertising attractiveness on brand awareness, and did not investigate other factors that may influence brand awareness. Finally, the study only used a sample of 86 respondents, which may not be sufficient to generalize the findings to the broader population.
Q: What are the future research directions suggested by this study?
A: This study provides several avenues for future research. Firstly, researchers can investigate the effect of other factors on brand awareness, such as social media and influencer marketing. Secondly, researchers can conduct further research to investigate the effect of advertising attractiveness on brand awareness in different contexts, such as in different industries or in different cultures. Finally, researchers can conduct further research to investigate the impact of brand awareness on consumer behavior and decision-making.
Q: What are the practical implications of this study for Indomie marketers?
A: The findings of this study suggest that Indomie marketers should focus on creating attractive and engaging advertisements that can capture the attention of young consumers and increase their interests and preferences for the brand. Additionally, Indomie marketers should improve product quality and meet consumer expectations to increase brand loyalty.
Q: What are the theoretical implications of this study?
A: The findings of this study provide support for marketing theory, which states that advertising that attracts attention can create a positive image and increase buying interest. The study also highlights the importance of advertising attractiveness in building brand awareness, especially among young consumers.