THE EFFECT OF THE AMBASSADOR BRAND AND WORD OF MOUTH ON THE HONDA VARIO BRAND AWARENESS at MPM MOTOR NGAGEL
DOI:
https://doi.org/10.26618/jeb.v17i2.6276Keywords:
Brand Ambassador, Word Of Mouth, dan Brand AwarenessAbstract
At this time companies are competing to determine competitive strategies in order to maintain their products among similar competing companies, namely by instilling brand awareness of their products to potential consumers. Brand awareness is very important so that people know the brand of a product. Brand ambassadors and word of mouth are used by companies in order to increase brand awareness of the product in the minds of consumers.The population in this study is MPM Motor Ngagel consumers who have purchased a Honda Vario in 2020. The sampling method used is random sampling/probability sampling using the Slovin formula. The samples taken were 71 respondents. The data used are primary data and secondary data. While the analysis technique used in this research is Partical Least Square (PLS).Based on the results of the study, it can be seen that Brand Ambassador and Word Of Mouth have a positive and significant effect on Brand Awareness of Honda Vario at MPM Motor Ngagel.
References
Ary, iWicaksono. i2016. iPengaruh iIklan idan iWord iof iMouth iterhadap iBrand iAwareness iTraveloka. iE-Jurnal iManajemen iUnud, iVol. i5, iNo.8, i2016: i5098-5127. i
Jansen, iB.J. i(2009). i“Twitter iPower: iTweets iAs iElectronic iWord iOf iMouth,” iJournal iOf iThe iAmerican iSociety iFor iInformation iScience iAnd iTechnology, i20
Lea-Greenwood, iGaynor. i(2012). iFashion iMarketing iCommunications iE-book. iSomerset, iNJ, iUSA: iWiley
Mowen, i iJ.C., i i& i iMinor, i iM. i i(2002). iPerilaku ikonsumen i i i i(Edisi i i i ikelima i i i ijilid i i i i2). iJakarta: iErlangga.
Rochaety, iEti idan iRatih iTresnati. i(2005). iKamus iIstilah iEkonomi. iCetakan iPertama. iJakarta: iPT. iBumi iAksara
Royan, iFrans iM. i(2004). iMarketing iClebrities i: iSelebriti idalam iiklan idan iStrategi iSelebriti idalam iMemasarkan idiri isendiri. iJakarta i: iPT. iElex iMedia, iKomputindo
Shimp, iTerence iA. i(2003). iPeriklanan iPromosi: iAspek iTambahan iKomunikasi iPemasaran iTerpadu. iEdisi iBahasa iIndonesia, iJilid i1, iedisi i5 iJakarta: iErlangga
Shojaee, iSomayeh i& iAzreen ibin iAzman. i(2013). iAn iEvaluation iof iFactors iAffecting iBrand iAwareness iin ithe iContext iof iSocial iMedia iin iMalaysia. iAsian iSocial iScience; iVol. i9, iNo. i17; i2013. i
Sumardy. i(2011). iThe iPower iof iWord iof iMouth iMarketing. iJakarta. iGramedia iPustaka iUtama
Tatik iSuryani,(2008) iPerilaku iKonsumen iImplikasi iPada iStrategi iPemasaran, i(Yogyakarta: iGraha iIlmu), i118
