Hubungan daya tarik jingle iklan futami 17 green tea versi “sound of goodness” dengan brand awareness siswa sma jubilee

Pangesa, Cindy Febriani (2013) Hubungan daya tarik jingle iklan futami 17 green tea versi “sound of goodness” dengan brand awareness siswa sma jubilee. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri makanan dan minuman di Indonesia telah berkembang begitu pesat, terbukti dengan terus meningkatnya angka pertumbuhan industri makanan dan minuman. Sebagai akibatnya, terjadi persaingan yang ketat antar produsen makanan dan minuman yang berlomba-lomba mempromosikan produknya masing-masing. Salah satu kategori produk yang sedang berkembang dengan pesat adalah kategori produk minuman teh dalam botol. Salah satu produk minuman teh dalam kemasan yang baru di luncurkan dua tahun belakangan ini adalah Futami 17 Green Tea. Dalam rangka memasarkan Futami 17 Green Tea, dilakukan beberapa strategi promosi, salah satunya adalah melalui periklanan di media televisi dengan tujuan membangun brand awareness konsumen. Dalam iklan Futami 17 Green Tea elemen yang ditonjolkan adalah jingle dari iklan tersebut. Maka, diperlukan penelitan untuk mengetahui apakah daya tarik jingle iklan memiliki hubungan dengan terbangunnya brand awareness konsumen. Penelitian ini menggunakan metote kuantitatif survei eksplanatif, dengan unit analisis Spearman’s rho yang perhitungannya menggunakan SPSS 20. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 86 orang siswa SMA Jubilee dengan teknik non-probabilitas dan purposive sampling. Sebelumnya disebarkan kuesioner kepada 30 orang siswa untuk menguji validitas dan reliabilitas instrumen penelitian, yaitu kuesioner. Landasan teori mengacu pada konsep-konsep yang dijabarkan oleh Keller, Duncan, dan Shimp. Dari hasil penelitian, didapatkan bahwa daya tarik jingle iklan Futami 17 Green Tea memiliki hubungan yang relatif atau moderat dengan brand awareness siswa SMA Jubilee secara signifikan. Dapat disimpulkan bahwa semakin tinggi daya tarik jingle iklan Futami 17 Green Tea, maka semakin tinggi pula brand awareness terdadap merek Futami 17 Green Tea. / Food and beverages industry in Indonesia have been developed rapidly, proved by the increasing of developed number in food and beverages industry. As consequence, a tight competition between food and beverage manufacturers is happening. They are vying to promote its products’ advantages than the other. One of the product categories which is growing rapidly is the product category of tea based beverages in bottled. One of the tea beverage products in packaging, which recently released in recent two years is Futami 17 Green Tea. In order to market the Futami 17 Green Tea, the producer do some promotion strategies, one of which is through advertising in television media with the aim to build consumers’ brand awareness of Futami 17 Green Tea. In Futami 17 Green Tea advertisement, the element that was emphasized is the jingle from the ad. So, research is required to determine whether the appeal of ad jingles have a harmonious relationship with the brand awareness of consumers. This research used a quantitative methods explanatory survey, with the unit of analysis Spearman’s rho and the calculations using SPSS 20. Data collection was done by disseminating a questionnaire to 86 people of Jubilee high school students with purposive and non-probability sampling techniques. Previously questionnaire was distributed to 30 students to test the validity and reliability of research instruments. The reference the theory refers to the concepts elaborated by Keller, Duncan, and Shimp. From the results of research, writers found that the appeal of the advertising jingle of Futami 17 Green Tea has a relatively or moderate relationships with brand awareness of Jubilee high school students significantly. It can be concluded that the higher the attractiveness of advertising jingle of Futami 17 Green Tea, then the higher brand awareness of the brand Futami 17 Green Tea.

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