ANALISIS PENGARUH TAGLINE DAN BRAND AMBASSADOR TERHADAP BRAND AWARENESS TELEPON SELULER MEREK OPPO (STUDI PADA PEKERJA KANTORAN DI KOTA MATARAM)

Abstract

This study aims to determine the effect of tagline and brand ambassador to brand awareness on Oppo brand phones. This research is an associative research which uses the causal relation of causality. Data collection techniques used were questionnaires and interviews. The number of careful respondents is 77 people. The analysis used is multiple linear regression analysis.

Regression equation above shows that free variable that is tagline and brand ambassador have regression coefficient which have positive value. This indicates that if the independent variables increase then it will increase the brand awareness of Oppo brand cell phones.

The t test shows that tagline and brand ambassador have positive and significant effect on brand awareness, where t count is greater than t table. From the results of the F test (goodness of fit) indicates that the independent variables used are appropriate variables/deserves to explain the variation in brand awareness variables.

Keywords: Tagline, Brand ambassador, Brand awareness