Fathur Rahmat Nabawi, - (2024) PENGARUH JINGLE IKLAN VERSI "SHOPEE COD" TERHADAP BRAND AWARENESS SHOPEE INDONESIA. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Pertumbuhan pesat e-commerce di Indonesia di dorong oleh Shopee sebagai pemimpin pasar, yang memanfaatkan jingle iklan untuk meningkatkan brand awareness. Penelitian ini bertujuan menganalisis pengaruh jingle iklan Shopee versi
Shopee COD” terhadap brand awareness Shopee Indonesia. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif & verifikatif. Data dikumpulkan melalui kuesioner daring yang disebarkan kepada 95 responden berusia 17-34 tahun yang telah mendengar jingle "Shopee COD". Hasil penelitian menunjukkan adanya pengaruh positif dan kuat antara penggunaan jingle iklan Shopee versi "Shopee COD” dengan peningkatan brand awareness. Analisis regresi linear sederhana menunjukan bahwa jingle mampu mempengaruhi sekitar 62,9% brand awareness Shopee, hal ini menegaskan seberapa besar pengaruh jingle dalam membangun brand awareness Shopee Indonesia. Indikator memorability yang memiliki value tertinggi mengartikan bahwa jingle yang mudah diingat dan dikenal terbukti efektif dalam membentuk ingatan dan menarik perhatian konsumen terhadap merek. Selain itu, temuan ini menggarisbawahi pentingnya kelima indikator (memorability, meaningfulness, likeability, adaptability, dan protectability) dalam pembuatan jingle yang baik untuk strategi pemasaran pengenalan sebuah merek.
The rapid growth of e-commerce in Indonesia is driven by Shopee as the market leader, leveraging advertisement jingles to enhance brand awareness. This study aims to analyze the impact of Shopee's "Shopee COD" advertisement jingle on Shopee Indonesia's brand awareness. The research employs a quantitative method with a descriptive and verificative approach. Data were collected through an online questionnaire distributed to 95 respondents aged 17-34 who have heard the "Shopee COD" jingle. The study results indicate a strong and positive impact of the "Shopee COD" jingle on increasing brand awareness. Simple linear regression analysis shows that the jingle can influence approximately 62.9% of Shopee's brand awareness, highlighting the significant role jingles play in building Shopee Indonesia's brand awareness. The memorability indicator, which has the highest value, indicates that a memorable and recognizable jingle is effective in shaping recall and capturing consumer attention towards the brand. Furthermore, these findings underscore the importance of five indicators (memorability, meaningfulness, likeability, adaptability, and protectability) in creating an Effective jingle for brand recognition marketing strategies.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?user=hUqNYO8AAAAJ&hl=en ID SINTA Dosen Pembimbing: Nandang: 6810537 Ismail Yusuf: 6146933 |
| Uncontrolled Keywords: | jingle iklan, brand awareness, Shopee COD, strategi pemasaran advertisement jingle, brand awareness, Shopee COD, marketing strategy |
| Subjects: | L Education > L Education (General) |
| Divisions: | UPI Kampus Tasikmalaya > S1 Kewirusahaan |
| Depositing User: | Fathur Rahmat Nabawi |
| Date Deposited: | 11 Dec 2024 06:19 |
| Last Modified: | 11 Dec 2024 06:19 |
| URI: | http://repository.upi.edu/id/eprint/128750 |
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