Published: 2024-04-01
Pengaruh Celebrity Endorser Fadil Jaidi terhadap Kesadaran Merek Traffic Bun
DOI: 10.35870/jtik.v8i2.1577
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Abstract
This study was conducted to determine how much influence Celebrity endorser Fadil Jaidi has on Traffic Bun Brand Awareness. The population used in this study is Fadil Jaidi's Instagram followers, and uses quantitative methods with 400 respondents who participated in filling out questionnaires through online media selected through probability sampling. The analysis techniques used are simple linear analysis and descriptive analysis. The results of this study first show that the relationship between celebrity endorsers and brand awareness has a positive effect. Second, Fadil Jaidi, as a celebrity endorser, has a 45.8% effect on brand awareness of Traffic Bun products. Meanwhile, 54.2% of the other influence is influenced by other factors that were not examined by the researcher.
Keywords
Celebrity Endorser ; Marketing Communication ; Brand ; Brand Awareness
Article Information
This article has been peer-reviewed and published in the Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 8 No. 2 (2024)
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Section: Computer & Communication Science
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Published: %750 %e, %2024
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License: CC BY 4.0
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Copyright: © 2024 Authors
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DOI: 10.35870/jtik.v8i2.1577
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Muhamad Dhio Nugraha
Program Studi Komunikasi, Fakultas Komunikasi dan Bisnis, Universitas Telkom, Kabupaten Bandung, Provinsi Jawa Barat, Indonesia
Pradipta Dirgantara
Program Studi Komunikasi, Fakultas Komunikasi dan Bisnis, Universitas Telkom, Kabupaten Bandung, Provinsi Jawa Barat, Indonesia
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