PENGARUH CELEBRITY ENDORSEMENT, PAID PROMOTE DAN DURASI KAMPANYE TERHADAP KESADARAN MEREK KONSUMEN PADA PRODUK FASHION DI KOTA MALANG

The purpose of the study was to determine the effect of Celebrity Endorsement (X1), Paid promote (X2) and Campaign Duration (X3) on Brand Awareness (Y). Consumers on Fashion Products in Malang City. The population is fashion consumers in Malang city. The sampling technique used an incidental sample (accidental sampling) of 140 respondents studied. This research uses quantitative methods. This analysis includes Validity Test, Reliability Test, Multiple Linear Regression Analysis and Hypothesis Test through t test and Dominance Test using SPSS application. Based on statistical data analysis, the indicators in this study are valid and the variables are reliable. Then in the t test it is known if each variable has a significance value of -t < 0.05 and the value of t count> t table so that, celebrity endorsement paid promote and campaign duration partially affect consumer brand awareness on fashion products in Malang City. The variable that has the dominant influence on brand awareness is paid promotion.