Efektivitas tagline Aqua dan pengaruhnya pada brand awareness dan keputusan pembelian Aqua di kota Malang

Kholilurrohman, Mohammad and Slamet, Slamet ORCID: https://orcid.org/0000-0001-5583-5425 (2016) Efektivitas tagline Aqua dan pengaruhnya pada brand awareness dan keputusan pembelian Aqua di kota Malang. Presented at The 4th International Conference on Islamic Economics and Business (ICONIES), 25 - 27 Oct 2016, Malang.


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As a leading bottled water brand, Aqua continues to communicate, one of which uses a tagline. The tagline is expected to be able to remember and give the impression of the Aqua brand as well as to ensure that customer receives Aqua‘s product. Based on these, this study aims to determine how far the effectiveness of the Aqua tagline ―#AdaAqua‖ and The Effect of Aqua tagline effectiveness (X) on brand awareness (Y1) and purchase decision (Y2), either directly or indirectly. This study used a descriptive quantitative approach. The number of samples used in this study is 151 respondents. The sampling method used in this study was purposeful sampling with characteristics of respondents from young people who knew the advertisement of Aqua tagline ―#AdaAqua‖. The Instrument used in this study was Likert; the scale and analytical method used was path analysis. The result showed an excellent Aqua tagline ―#AdaAqua‖, 92%. Then simultaneous, hypothetically, the effectiveness tagline significantly affects brand awareness by 41,9%. Meanwhile, brand awareness simultaneous hypothetically affects purchasing decisions by 46,6%. Partial hypothetically, two variables (memorable and simple) affect brand awareness. One variable (believable) had a negative effect, and three variables (original, provocative, and campaign able) did not affect brand awareness. From path analysis, there were some effects between accessible and simple variables on purchase decisions through brand awareness.

Item Type: Conference (Paper)
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150399 Business and Management not elsewhere classified
Divisions: Faculty of Economics > Department of Management
Depositing User: Slamet Slamet
Date Deposited: 20 Apr 2022 11:15


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