PENGARUH IKLAN, BRAND ACTIVATION, DAN PROMOSI PENJUALAN TERHADAP BRAND AWARENESS SUSU ZEE

Abstract

This research aimed to examine and analyze how far consumers’ awareness in Surabaya, which was influemced by advertising brand activation, and sales promotion on Zee milk brand awareness. The research was quantitative. While, the population was Zee milk consumers in Surabaya. Moreover the data collection tecjnique used accidental sampling, in wich the sample was determined based on anyone who accidentally met with researches and was considered suitable as a source of respondents. Meanwhile, the sample was carried out for 10 days in line with, there were 100 respondents as sample. Furthermore, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 23. The research result concluded advertising coefficient (IK) of 0.461 showed positive and significant effect on Brand Awareness (BW). Similar with, Brand Activation (BA) coefficient of 0.135 showed positive and significant effect on Brand Awareness (BW). Similarly, promotion coefficient Sales (PP) of 0.174 showed positive and significant effect on Brand Awareness (BW). In brief, the precentage of three independent variables on the dependent variable showed contribution of 65%. Meanwhile, the remaining of 35% was influenced by other factors outside the research.
Keywords : advertising, brand activation, sales promotion, brand awareness.