THE INFLUENCE OF BRAND AMBASSADOR AND TAGLINE ON GEN-Z BRAND AWARENESS OF TOKOPEDIA

Abstract

Every company is always trying to improve its marketing strategy to achieve the company's goals in increasing sales, namely by instilling brand awareness to potential customers. Brand awareness is very important so that people stay aware and know the brand of a product and service. The use of brand ambassadors and taglines in every product advertising campaign is one of the company's strategies to increase brand awareness in the minds of consumers.This study aims to analyze the influence of brand ambassador and tagline on gen-Z brand awareness of tokopedia partially and simultaneously. The sample in this study is E-commerce users who know the Tokopedia brand from Gen-Z in Manado as many as 100 respondents. The sampling method used a non-probability sampling technique, namely purposive sampling. The scale used is a 5 point Likert scale. The data was processed by descriptive analysis method and multiple regression method using SPSS 20 application. The results of this study found that brand ambassador and tagline partially and simultaneously had a significant positive effect on Gen-Z brand awareness of Tokopedia.