The correlation between Le Minerale Advertising and Brand Awareness

Abstract

Le Minerale is a mineral water product is a new product after there are similar products on the market that preceded it. Advertising is a means to introduce Le Minerale to the public. Ads Le Minerale not just introduced, but the need to instill brand awareness to the community. The emergence of Le Minerale product advertising in various media, both print and electronic, cannot be said that the community has high brand awareness towards this brand. Based on this phenomenon, the problem in this research is formulated as follows: (1) Is there a relationship between attentions to the ads with Le Minerale brand awareness. (2) Is there a relationship between interests to the ads with Le Minerale brand awareness? (3) Is there a relationship between desires to advertising with Le Minerale brand awareness? (4) Is there a relationship between the decisions against the ad with Le Minerale brand awareness? (5) Is there a relationship between the actions against the ad with Le Minerale brand awareness? The researcher used correlation analysis technique using a quantitative approach. Selected population in this study is SMA Negeri 12 Bandung totaling 1,023 students. With a sampling technique that is proportional stratified sampling obtained the number of samples are 91 students. Data collection techniques of this study were questionnaires, interviews, observation, and literature. Data analysis technique used in this research is descriptive analysis techniques and inferential analysis techniques. The results of this study are: (1) There is a positive relationship between attention (attention) to ad Le Minerale with brand awareness including strong category / high. (2) There is a positive relationship between the interests on the ad Le Minerale with brand awareness medium category. (3) There is a positive relationship between desires to ad Le Minerale with brand awareness medium category. (4) There is a positive relationship between the decisions against Le Minerale ads with brand awareness medium category. (5) There is a positive relationship between actions against Le Minerale ads with brand awareness medium category.