MENINGKATKAN POSITIVE WORD OF MOUTH MELALUI BRAND AWARENESS, BRAND AMBASSADOR, TAGLINE, DAN IKLAN (Studi Pada Konsumen Produk Wardah di Lotte Mart Medan)
(1) Universitas Harapan Medan, Jalan Imam Bonjol No. 35 Medan
(2) Universitas Harapan Medan, Jalan Imam Bonjol No. 35 Medan
(*) Corresponding Author
Abstract
This research based on the premise that marketing activities played an im-portant role in increasing the company’s sales volume. Company needed to run markets strategy to achieve sales target which have been set. Therefore, this research aimed to described the positive influence of word of mouth through brand ambassadors, taglines, television advertisements with brand awareness as the mediation that was carried out to consumers of Wardah products in the Lotte Mart Center Point Medan. Population of this study was the number of customers at Wardah Counter in Lotte Mart which cannot be known certaintly. The sample in this study amounted to 100 people. Data collected by questionnaires that were assessed on a Likert scale, each of which was tested and met the requirements of reliability and validity. Data analyzed based on structural equation modeling (SEM) method. The results obtained and at the same time concluded that brand ambassadors, taglines, television advertisements had a positive and significant effect on brand awareness. Brand ambassadors, taglines, television advertisements had a positive and significant effect on positive word of mouth. Brand awareness mediated taglines and advertisements for positive word of mouth. Brand awareness did not mediate brand ambassadors for positive word of mouth.
Penelitian ini didasarkan pada pemikiran bahwa kegiatan pemasaran memegang peranan penting dalam meningkatkan volume penjualan perusahaan. Perusahaan perlu menjalankan strategi pasar untuk mencapai target penjualan yang telah ditetapkan. Oleh karena itu, penelitian ini bertujuan untuk mendeskripsikan pengaruh positif word of mouth melalui brand ambassador, tagline, iklan televisi dengan mediasi brand awareness yang dilakukan terhadap konsumen produk Wardah di Lotte Mart Center Point Medan. Populasi penelitian ini adalah jumlah pelanggan Wardah Counter Lotte Mart yang tidak dapat diketahui secara pasti. Sampel dalam penelitian ini berjumlah 100 orang. Data dikumpulkan dengan kuesioner yang dinilai dengan skala likert yang masing-masing diuji dan memenuhi syarat reliabilitas dan validitas. Data dianalisis berdasarkan metode structural equation modeling (SEM). Hasil yang diperoleh sekaligus menyimpulkan bahwa brand ambassador, tagline, iklan televisi berpengaruh positif dan signifikan terhadap brand awareness. Brand ambassador, tagline, iklan televisi berpengaruh positif dan signifikan terhadap word of mouth positif. Tagline dan iklan yang dimediasi kesadaran merek untuk promosi dari mulut ke mulut yang positif. Kesadaran merek tidak memediasi duta merek untuk berita positif dari mulut ke mulut.
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DOI: https://doi.org/10.38076/ideijeb.v2i1.58
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