The Effect of "Axis Hits Bonus" Version Tagline Advertising and Ambassador Brand Against Axis Cards Awareness

DOI

10.2991/icmemm-18.2019.13How to use a DOI?

Keywords

ad tagline, brand ambassador, and brand awareness

Abstract

This study aims to determine: (1) the effect of the "Axis Hits Bonus" ad tagline on Axis card brand awareness, (2) the influence of brand ambassadors on brand awareness of Axis cards and (3) the effect of the "Axis Hits Bonus" ad tagline and brand ambassador to brand awareness Axis card for STIE AMKOP Makassar students. This research is explanatory research. The sample in this study were 96 STIE AMKOP Makassar students who were determined using the Paul Leedy formula. Data collection techniques used are through distributing questionnaires and documentation from primary data and secondary data. The analytical method used is multiple linear regression analysis. While for the hypothesis test used F-Test and t-Test. The results showed that (1) the advertisement tagline version of "Axis Hits Bonus" had a positive and significant effect on brand awareness (2) Brand ambassadors have a positive and significant effect on brand awareness. (3) The advertisement tagline and brand ambassador have a positive and significant effect on brand awareness

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Syahruddin
AU  - Abd. Karim
PY  - 2019/03
DA  - 2019/03
TI  - The Effect of "Axis Hits Bonus" Version Tagline Advertising and Ambassador Brand Against Axis Cards Awareness
BT  - Proceedings of the First International Conference on Materials Engineering and Management - Management Section (ICMEMm 2018)
PB  - Atlantis Press
SP  - 63
EP  - 66
SN  - 2352-5428
UR  - https://doi.org/10.2991/icmemm-18.2019.13
DO  - 10.2991/icmemm-18.2019.13
ID  - 2019/03
ER  -