Pengaruh Iklan Sinematik Terhadap Keputusan Pembelian Dan Brand Awareness Pada Sirup Marjan

Abstract

Advertising as a means of conveying information and persuasion is still relevant today. Advertisements are not only required to convey information, more than that, advertisements must be interesting, unique, and touch the emotional aspects of the audience while remaining effective and efficient to further encourage actions that benefit the company. Approaching Ramadan 2023, Marjan is back making advertisements that will be shown on television and YouTube. There is a difference from previous advertisements, in this advertisement Marjan carries a cinematic concept. Needless to say, the advertisement was widely reviewed both in writing and in video form. Therefore this research was conducted, to determine the effect of Marjan's cinematic advertisements on purchasing decisions and brand awareness. This research is a quantitative research. The population in this study were Marjan's consumers who had seen the advertisement, and the sample size used was 100 respondents. While the data analysis method used is normality and heteroscedasticity tests. And the results show that: the advertisements on Marjan as a whole are included in the good category. Marjan's brand awareness as a whole is included in the very good category. Marjan's purchasing decision as a whole is included in the good category. And the results of the calculation of the path coefficient, the Advertising variable has a significant effect on Marjan's Brand Awareness, and the Advertising variable has a significant effect on Marjan's Purchase Decision.

Keywords : Purchasing Decisions, Brand Awareness, Advertising