The Influence of Brand Ambassadors and Taglines on Brand Awareness of Kapal Api Coffee Product in Babadan District, Ponorogo

Abstract

Competition for coffee products in Indonesia has made PT Santos Jaya Abadi conduct marketing using brand ambassadors and memorable taglines. However, most people do not know the brand ambassador and do not remember the tagline used by the Kopi Kapal Api brand. The purpose of this research is to test and analyze brand ambassadors and taglines on brand awareness. This research method is a quantitative method with an unknown number of populations so that the sampling using the Cochran equation. The data collection technique was in the form of distributing questionnaires to 96 people in the Babadan District who consumed the Kopi Kapal Api brand. Based on this research, the results obtained are that brand ambassadors have a significant effect on brand awareness as evidenced by the value of T_count (7.606) > T_table (1.661) with a significance of (0.000) <0.05. The tagline has a significant effect on brand awareness as evidenced by the value of T_count (3.238) > T_table (1.661) with a significance of (0.002) <0.05. Brand ambassadors and taglines have a significant effect on brand awareness as evidenced by the value of F_count (50.085) > F_table (3.10) with a significance of (0.000) <0.05. The results of the test for the coefficient of determination (R2) indicated that 51,9%, brand ambassadors and taglines influenced brand awareness, while the other 48,1% were influenced by variables not analyzed in this study.