Pengaruh Iklan cetak dan Iklan Online terhadap Kesadaran Merek City Branding Sparkling Surabaya (Studi pada Masyarakat di Surabaya)

Kharisma Nur Masitha, Sri Setyo Iriani

Abstract


By referring to the concept of brand awareness pyramid, pre-research activities have been conducted on 160 respondents, to try to measure the level of brand awareness in Sparkling Surabaya. Pre-research results indicate the level of brand awareness of the city, the city of Surabaya is at the top of the mind Top of Mind, for brand awareness Branding Sparkling city of Surabaya is still in Unaware of a Brand, meaning that at this level the community is less aware of the brand presence or brand Sparkling city Surabaya. The purpose of this study is to analyze and discuss the effect of print and online advertising on brand awareness of the City Branding Sparkling Surabaya. The population used in this study is the people of Surabaya who have seen print advertisements and City Branding Sparkling online advertisements in Surabaya. The sampling technique used is nonprobability sampling with the purposive sampling method. The number of samples used was as many as 150 respondents. The results showed that there was a significant positive effect of print advertisements (X1) and online advertisements (X2) on City Branding Sparkling Surabaya (Y) brand awareness. The highest coefficient value in the multiple linear regression analysis equations is owned by online advertising variables.

Keywords


City Branding, Print Advertising, Online Advertising, Sparkling Surabaya, Brand Awareness

References


Awad Alhaddad, A. (2015). The Effect of Advertising Awareness on Brand Equity in Social Media. International Journal of E-Education, e-Business, e-Management and e-Learning, 5(2): 73–84. https://doi.org/10.17706/ijeeee.2015.5.2.73-84

Ayuning, Veramtika. (2017). Pengaruh Iklan Televisi, Iklan Online dan Iklan cetak Terhadap Kesadaran Merek. Вестник Росздравнадзора, 6, 5–9.

Azaria, P. A., Kumadji, S., & Yaningwati, F. (2014). Pengaruh Internet Marketing terhadap Pembentukan Word of Mouth dan Efektivitas Iklan dalam Meningkatkan Brand ( Studi pada Follower Akun Twitter Pocari Sweat di Jejaring Sosial Twitter ). Jurnal Administrasi Bisnis, 13(1).

Clark, C. R., Doraszelski, U., & Draganska, M. (2009). The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data. Quantitative Marketing and Economics, 7(2): 207–236. https://doi.org/10.1007/s11129-009-9066-z

Daniel, I., Arifin, Z., & Mawardi, M. K. (2015). Pengaruh pemasaran melalui media sosial terhadap kesadaran konsumen pada produk internasional ( Studi pada Pengguna Produk Uniqlo di Indonesia ). Jurnal Administrasi Bisnis, 24(1): 1–9.

Dewi, V. C., & Sulisyawati, E. (2018). Peran brand awareness memediasi pengaruh iklan terhadap niat beli ( Studi Pada Produk Pasta Gigi Merek Sensodyne di Kota Denpasar ) Fakultas Ekonomi dan Bisnis Universitas Udayana , Bali , Indonesia Pola gaya hidup manusia dalam kehidupan sehari-hari sema, E Jurnal Manajemen, 7(4): 1742–1770.

Domazet, I. S., Đokić, I., & Milovanov, O. (2017). The Influence of advertising media on brand awareness. Management: Journal of Sustainable Business and Management Solutions in Emerging Economies, 23(1), 13-22.. https://doi.org/10.7595/management.fon.2017.0022

Fauzi, H., & Suyanto, S. (2017). Pengaruh Iklan Nike Versi “Just Do IT” Di Twitter Terhadap Kesadaran Merek Pada Komunitas Futsal Gor Panam Raya Square (Doctoral dissertation, Riau University).

Gunawan, J. V., & Sugiarto, S. (2016). Analisa Pengaruh Advertising Awareness Terhadap Brand Equity Dengan Brand awareness dan Brand Image Sebagai Variabel Intervening dengan Studi Kasus Iklan Indomie Goreng Kuah di Youtube, 1–8.

Hagijanto, A. D. (2001). Menciptakan Brand awareness Iklan Media Massa Cetak. Nirmana, 3 (1): 17–31.

Hagijanto, A. D., Dian, B., & Maer, A. (2014). Analisis Penerapan Sparkling Surabaya sebagai City Branding di Bandara Internasional Juanda. Jurnal DKV Adiwarna, 1(4). Retrieved from http://publication.petra.ac.id/index.php/dkv/article/view/1811/1643

Herdana, A. (2015). Analisis Pengaruh Kesadaran Merek ( Herdana) 1. Jurnal Riset Bisnis dan Manajemen, 3(1), 1–18.

Hermawan, H. (2018). Metode Kualitatif untuk Riset Pariwisata. Inaxiv

Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product and Brand Management, 22(5), 342–351. https://doi.org/10.1108/JPBM-05-2013-0299

Immawati, S. A. (2018). The Product Packaging Design And Advertisement Attraction On Brand awareness And Its Impact On Repurchasing Teh Botol Sosro Among Young Children At Tangerang City, 2(1), 145–159.

Kembara, S., Surayono, & Wilopo. (2013). Pengaruh Retail Marketing Mix Terhadap Brand awareness ( Survei Pembeli di Hypermarket Giant Mall Olimpic Garden Malang), 1(2), 97–113.

Kotler & Keller. (2009). Manajemen Pemasaran. Jilid 1. Edisi 13 Jakarta : Erlangga

Kurnyawati, M. D., & Yulianto, E. (2014). Pengaruh Iklan Terhadap Brand awareness dan Dampaknya Terhadap Keputusan Pembelian ( Studi pada Mahasiswa Fakultas Ilmu Administrasi ( FIA ) Jurusan Administrasi Bisnis Universitas Brawijaya Angkatan 2012-2013 yang Menggunakan Produk Sabun Mandi Merek Lif. Jurnal Administrasi Bisnis, 16(1).

Nofri, O., & Hafifah, A. (2018). Analisis Perilaku Konsumen dalam Melakukan Online Shopping di Kota Makasar. Jurnal Manajemen, Ide, Inspirasi (MINDS), 5(1), 113–132. https://doi.org/10.24252/minds.v5i1.5054

Pambudi, M., & Wicaksono, A. (2016). Pengaruh iklan dan word of mouth terhadap brand awareness traveloka. E-Journal Manajemen Unud, 5, 5(8): 5098–5127.

Putra, A. H., & Suyono. (2014). Pengaruh Iklan Online Melalui Media Facebook Terhadap Keputusan Pembelian Pakaian Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Trunojoyo Madura.

Ramadhan, A. H., Suharyano, & Kumadji, S. (2015). Pengaruh City Branding terhadap Minat Berkunjung serta Dampaknya pada Keputusan Berkunjung (Survei pada Wisatawan Kota Surabaya 2015). Jurnal Administrasi Bisnis (JAB), 28(1), 1–7. Retrieved from http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/1149/1332

Sa’diya, L. (2014). Strategi Promosi di Media Sosial Instagram terhadap Kesadaran Merek di Era Generasi Z.

Saputri, A. F., & Irawan, A. (2018). Pengaruh City Branding Terhadap City Image Dan Keputusan Berkunjung Ke Kota Wisata Batu ( Survei pada Wisatawan yang Berkunjung ke Kota Wisata Batu ), 54(1), 82–91.

Simon Anholt .(2005). Anholt Nation Brands Index:How does the world see America ?. Journal of Adverstising Research, September , pp 296-304.

Suabhakti, Y. B. B., Widiarto, & Desi, S. R. (2014). Pengaruh daya tarik iklan, efek komunitas, dan brand activation terhadap brand awareness simcard gsm pra bayar im3, pp. 1–17.

Windalita, M., & Rosinta, F. (2013). Pengaruh Iklan Okezone . com di Media Cetak terhadap Brand awareness. Fisip-Ui, 1–16.

Zohoori, M., Khesal, M. S., Moheseni, S., & Roustapisheh, N. (2013). Advertising and Brand Equity in Fast Food Industry of Iran, 485–494.

Zumroh, S. (2015). Pengaruh city branding “enjoy jakarta” terhadap citra kota dan keputusan berkunjung youth traveler ke jakarta.




DOI: https://doi.org/10.36276/mws.v18i1.320

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Kharisma Nur Masitha, Sri Setyo Iriani

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.