Savira, Belinda (2023) Pengaruh jingle "pengiriman cepat gratis ongkir" versi Isyana Sarasvati di youtube terhadap brand awareness Lazada Indonesia. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Iklan menjadi salah satu bagian terpenting untuk dapat memberikan pengaruh terhadap pandangan audience mengenai suatu brand. Pembuatan iklan yang baik adalah dengan menambahkan nilai yang mudah diingat oleh audience. Nilai yang dimaksud dalam hal ini adalah jingle atau nada yang mempermudah audience dalam mengingat. Sejak Lazada mengeluarkan iklan dengan jingle “Pengiriman cepat Gratis Ongkir” versi Isyana di youtube, video ini telah dilihat sebanyak 302 juta kali. Penelitian ini bertujuan untuk melihat seberapa besar pengaruh jingle “Pengiriman Cepat Gratis Ongkir” versi Isyana Sarasvati di YouTube terhadap brand awareness Lazada Indonesia. Penelitian ini merupakan penelitian kuantitatif, analisa data menggunakan teknik analisis regresi linier sederhana terhadap 120 responden dengan pengambilan sampel yang dilakukan kepada masyarakat pengguna ecommerce yang pernah menonton dan mendengar jingle iklan “Pengiriman Cepat Gratis Ongkir” versi Isyana di Youtube. Hasil dari penelitian ini menyatakan bahwa adanya pengaruh positif antara jingle iklan “Pengiriman Cepat Gratis Ongkir” terhadap brand awareness Lazada Indonesia. / Advertising has become an integral component in influencing an audience's perception of a brand. The creation of effective advertisements often involves incorporating memorable elements that resonate with the audience. In this context, these elements refer to jingles or melodies that facilitate recall. Lazada released an advertisement with the jingle "Fast Delivery Free Shipping" by Isyana Sarasvati on YouTube, this video received a staggering 302 million views. The purpose of this research is to examine the influence of the jingle "Fast Delivery Free Shipping" by Isyana Sarasvati on YouTube on Lazada Indonesia's brand awareness. This study is a quantitative research, and data analysis was performed using a simple linear regression technique on 120 respondents. The sampling was done on e-commerce users who have watched and listened to the jingle "Fast Delivery Free Shipping" by Isyana Sarasvati on YouTube. The results of this research suggest a positive correlation between the jingle "Fast Delivery Free Shipping" and Lazada Indonesia's brand awareness
| Item Type: | Thesis (Bachelor) | ||||||||
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| Uncontrolled Keywords: | jingle ; brand awareness | ||||||||
| Subjects: | H Social Sciences > HM Sociology > HM 1201-1216 Communication | ||||||||
| Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science (Distance Education Program) Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science (Distance Education Program) |
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| Depositing User: | Belinda Savira | ||||||||
| Date Deposited: | 06 Jul 2023 08:45 | ||||||||
| Last Modified: | 06 Jul 2023 08:45 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/56457 |
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