ABSTRAK
PENGARUH IKLAN TELEVISI DAN IKLAN ONLINE TERHADAP KESADARAN MERK SORABEL DI SURABAYA
Nama : Mega Yatri Verdisanti
NIM : 15080324048
Program Studi : S1 Pendidikan Tata Niaga
Fakultas : Ekonomi
Nama Lembaga : Universitas Negeri Surabaya
Pembimbing : Novi Marlena, S.Pd., M.Si
Periklanan secara tidak langsung dapat membuat pikiran orang menjadi ingat atau sadar terhadap suatu merk. Perusahaan mengiklankan produknya menggunakan media iklan televisi dan iklan online kepada masyarakat adalah untuk membangun kesadaran merk. Penelitian ini bertujuan untuk mengetahui pengaruh Iklan Televisi terhadap Kesadaran Merk, Iklan Online terhadap Kesadaran Merk, dan Iklan Televisi dan Iklan Online terhadap Kesadaran Merk Sorabel di Surabaya. Sampel didapatkan dari perhitungan rumus solvin sebanyak 100 responden. Teknik pengumpulan data menggunakan koesioner dan teknik sampel yang digunakan adalah teknik judgemental sampling. Teknik analisis penelitian ini adalah analisis regresi linier berganda dengan menggunakan SPSS versi 25. Hasil penelitian menunjukkan bahwa, secara parsial diperoleh hasil Iklan Televisi berpengaruh positif terhadap Kesadaran Merk. Iklan Online berpengaruh positif terhadap Kesadaran Merk. Sedangkan secara simultan Iklan Televisi dan Iklan Online memiliki pengaruh terhadap Kesadaran Merk.
Kata Kunci : Iklan Televisi, Iklan Online, Kesadaran Merk, dan Sorabel
ABSTRACT
THE EFFECT OF TELEVISION AND ONLINE ADVERTISING ON THE SORABEL BRAND AWARENESS IN SURABAYA
Name : Mega Yatri Verdisanti
Study Program : Bussiness Management Education
Faculty : Economics
Name of Institution : Universitas Negeri Surabaya
Advisor : Novi Marlena, S.Pd., M.Si.
Advertising indirectly can make peoples minds become remembered or aware of a brand. The company advertises its products using television advertising media and online advertising to the public is to build brand awareness. This study aims to determine the effect of Television Advertising on Brand Awareness, Online Advertising on Brand Awareness, and Television Advertising and Online Advertising on Sorabel Brand Awareness in Surabaya. The sample is obtained from the calculation of solvin formula as many as 100 respondents. Data collection techniques using questionnaires and sample techniques used are judgmental sampling techniques. The analysis technique of this study is multiple linear regression analysis using SPSS version 25. The results of the study show that, partially, the results of Television Advertisements have a positive effect on Brand Awareness. Online advertising has a positive effect on brand awareness. While simultaneously Television Advertising and Online Advertising has an influence on Brand Awareness.
Keywords: Television Advertising, Online Advertising, Brand Awareness, and Sorabel