Skripsi

PENGARUH IKLAN DIGITAL DAN BRAND AMBASSADOR RIIZE TERHADAP BRAND AWARENESS NABATI

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The development of digital media has encouraged companies to utilize digital advertising and Brand Ambassadors as marketing communication strategies to increase Brand Awareness. This study aims to examine the influence of digital advertising and the Brand Ambassador RIIZE on Nabati’s Brand Awareness. This research employs a quantitative method with an associative approach by distributing questionnaires to 123 active Instagram users who have seen Nabati’s promotional content featuring RIIZE. Data were analyzed using multiple linear regression with the assistance of SPSS. The results indicate that digital advertising and the Brand Ambassador RIIZE have a positive and significant effect on Nabati’s Brand Awareness, both partially and simultaneously. Therefore, the combination of digital advertising and the use of Brand Ambassadors is considered effective in increasing Brand Awareness among young consumers.

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Availability

Detail Information

Series Title

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Call Number

T1914222025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2025

Collation

ix, 74 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

659.107

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Periklanan
Prodi Ilmu Komunikasi

Specific Detail Info

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Statement of Responsibility

TUTI

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