The Impact of Advertising Effectiveness on Brand Awareness an Empirical Study of the Advertising Program for Ultra Teh Kotak Products

The increasingly intense competition in the packaged tea beverage industry requires firms to manage marketing communications effectively, particularly through advertising activities. This study aims to examine the effects of celebrity endorsers, advertising messages, and advertising media on advertising effectiveness, as well as their implications for brand awareness of Ultra Teh Kotak products. Data were collected through a survey of 200 respondents who had been exposed to the advertisements and had consumed Ultra Teh Kotak. The data were analyzed using structural equation modeling (SEM). The results indicate that celebrity endorsers (, CR = 4.82, ), advertising messages (, CR = 4.15, ), and advertising media (, CR = 3.67, ) have positive and significant influences on advertising effectiveness. Furthermore, advertising effectiveness has a positive and significant effect on brand awareness (, CR = 6.93, ). These findings confirm that the success of an advertising program is largely determined by the integration of credible endorsers, compelling messages, and appropriate media selection. The study contributes to advertising effectiveness theory by demonstrating the integrated role of multiple advertising elements in building brand awareness within the competitive ready-to-drink beverage market.