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Pengaruh Reklame Video Wall dalam menumbuhkan Brand Awareness konsumen ( studi kasus : reklame video wall iklan pocari sweat )

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Putri Purnamasari, The Influence of Video Wall Reclame In Growing Brand Awareness Consumer (Case Study: Video Wall Reclame Pocari Sweat)
In this era of technology and market competition that are more strict now, the overflow of information and opened opportunities for accessing information makes consumers more critical in choosing a product. To be excellent in the competition, one of the ways taken by the company is the ability to manage and convey information to their customers which is one of the forms through advertising. Pocari Sweat as one of the greatest isotonic beverage companies in Indonesia has chooses one media advertisers are advertising video wall as a medium of advertising for the product, which is able to reach these consumers to introduce their products. This research examined the effect of billboards Video wall in growing brand awareness.
This research considered the descriptive research with quantitative approach involving 2 variables that are variable billboards Video wall as variable X and Brand Awareness as a variable Y. The data was collected by distributing questionnaires to 100 respondents that are widespread in the shopping and entertainment center Bandung Dago Plaza. The collected data is then processed using simple linear regression. From the results of simple linear regression, show that variable billboards Video Wall has positive and significant effect toward brand awareness. Based on the calculation of the coefficient of determination (KD) seen from the results in mind that the elements under study contained in the advertisement video wall can affect brand awareness by 47.9%.
Keywords: advertising, brand, video wall reclame, brand awareness

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Series Title

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Call Number

REF 659 PUR p

Publisher

Bogor : STEI Tazkia., 2013

Collation

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Language

Indonesia

ISBN/ISSN

NIM.0913.107

Classification

659

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Carrier Type

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Edition

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Putri Purnamasari

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