Pengaruh Daya Tarik Iklan Gojek Mempersembahkan: Cerdikiawan Terhadap Brand Image Gojek Dikalangan Mahasiswa Universitas Islam Riau

Darmadi, Rahadityo (2021) Pengaruh Daya Tarik Iklan Gojek Mempersembahkan: Cerdikiawan Terhadap Brand Image Gojek Dikalangan Mahasiswa Universitas Islam Riau. Other thesis, Universitas Islam Riau.

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Abstract

This research was motivated by the viral advertisement Gojek Mempersembahkan: Cerdikiawan on social media, especially among millennials. GoJek is an online taxi application brand from Indonesia that was founded in 2010. Recently, GoJek is doing rebranding and launching an advertisement entitled Gojek Mempersembahkan: Cerdikiawan to introduce their new image. In accordance with the purpose of advertising, namely advertising can affect the brand image in the eyes of consumers, this study wants to find out whether the GoJek Mempersembahkan: Cerdikiawan advertisement affects the Gojek Brand Image in the eyes of the public. This research was conducted on 100 respondents from Riau Islamic University students because of the widespread use of online taxi applications among students. The analysis technique used is Simple Linear Regression and t-test. The results of the t-test show that the value of ttable = 1.664 is smaller than thitung = 7.337, which means that the attractiveness of GoJek advertisements Mempersembahkan: Cerdikiawan has a significant effect on GoJek Brand Image. This study also shows that the Distinctive indicator on the attractiveness of advertisements has the most influence on Brand Image.

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