PENGARUH SLOGAN “COBAIN KUY!†PADA IKLAN NEO COFFEE VERSI LUCAS WONG TERHADAP PEMBENTUKAN BRAND AWARENESS KHALAYAK
DOI:
https://doi.org/10.30656/lontar.v8i2.2675Abstract
Iklan menjadi sesuatu yang sangat penting bagi sebuah perusahaan dalam mengenalkan produknya kepada khalayak karena di dalam iklan biasanya terdapat informasi yang berharga mengenai produk dan semua jenis atributnya. Suatu iklan biasanya mempunyai sebuah slogan yang menjadi ciri khas iklan tersebut dan berfungsi sebagai sebagai “pengait†untuk membantu pelanggan dalam memahami makna suatu merek. Salah satu iklan yang memiliki slogan yang menarik dan bahkan sempat trending di media sosial adalah iklan Neo Coffee versi Lucas Wong dengan slogannya “Cobain Kuy!â€. Oleh karena itu, penelitian ini berfokus pada Pengaruh Slogan “Cobain Kuy!†Iklan Neo Coffee Versi Lucas Wong Terhadap Pembentukan Brand Awareness Khalayak. Tujuan dari penelitian ini adalah untuk melihat ada atau tidaknya pengaruh slogan “cobain kuy!†iklan Neo Coffee versi Lucas Wong terhadap pembentukan brand awareness khalayak. Metode yang digunakan dalam penelitian ini adalah metode survey dengan pendekatan penelitian kuantitatif. Dengan populasi orang-orang yang menonton dan melihat iklan Neo Coffee versi Lucas Wong dan sampelnya sebanyak 100 responden. Hasil pada penelitain ini menunjukkan bahwa slogan “Cobain Kuy!†iklan Neo Coffee versi Lucas Wong secara signifikan mempengaruhi brand awareness khalayak sebesar 11,0% dengan uji regresi linear sederhana menunjukkan arah positif dengan persamaan Y = 17,471 + 0,354X.
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