Journal of Entrepreneurship, Management and Industry (JEMI)
Vol 2, No 4 (2019): Oktober - Desember 2019

PENGARUH IKLAN “INTRODUCTION: JO & JEK” DI YOUTUBE TERHADAP BRAND AWARENESS (Studi Kasus Perusahaan GO-JEK)

Priana, Jordy Revindra (Universitas Bakrie)
Suwandi, Suwandi (Program Studi Manajemen,Universitas Bakrie)

Article Info

Publish Date
18 Nov 2019

Abstract

This study aims to analyze the effect of the advertisement “Introduction: Jo & Jek” on YouTube towards brand awareness of GO-JEK as the case study. The independent variable in this study is YouTube advertisement and the dependent variable is brand awareness. The sample used in this study was Universitas Bakrie students who had watched the video advertisement “Introduction: Jo & Jek” from GO-JEK channel on YouTube. The number of sample was 100 people and was collected by non-probability sampling methods and also purposive sampling technique. The analysis method used is simple regression analysis. The result of this study indicated that YouTube advertisement has a positive and significant effect towards brand awareness of GO-JEK customers

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Journal Info
Journal of Entrepreneurship, Management and Industry (JEMI)
Website

Abbrev

JEMI

Publisher

Universitas Bakrie

Subject

Economics, Econometrics & Finance

Description

Journal of Entrepreneurship, Management and Industry (JEMI) merupakan jurnal ilmiah yang menyajikan artikel orisinal dari Multi dan lintas disiplin dalam bidang dunia usaha, bisnis, entrepreneurship, dan industri dengan format Bauran (mix) Artikel : Hasil Riset (full reaserch), mini riset, novelty, ...