Pengaruh jingle dan logo terhadap kesadaran merek jenama wall's

Kusuma, Firlen (2021) Pengaruh jingle dan logo terhadap kesadaran merek jenama wall's. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perusahaan yang memiliki kesadaran merek di masyarakat yaitu perusahaan yang menggunakan strategi merek dengan baik. Salah satu strategi merek yang dapat digunakan ialah melalui elemen merek seperti jingle dan logo. Dalam pelaku bisnis yang menjual produk dengan sifat low involvement seperti kategori produk FMCG kesadaran merek dalam memori konsumen merupakan hal yang penting. Maka dari itu tujuan dilakukannya penelitian ini ialah untuk melihat besaran pengaruh jingle dan logo terhadap kkesadaran merek jenama Wall’s. Metodologi yang digunakan pada penelitian ini adalah kuantitatif dengan pendekatan penelitian eksplanatif. Dalam pengumpulan data primer akan melalui instrumen penelitian yang dituangkan dalam 19 pernyatan yang diturunkan dari variabel penelitian dan disebarkan kepada 100 responden. Terdapat beberapa kriteria responden dalam instrumen penelitian yaitu masyarakat yang berdomisili di Jakarta dan pernah mendengar jingle dan melihat logo Wall’s. Berdasarkan data yang ada ditemukan bahwa elemen merek jingle dan logo memiliki pengaruh terhadap kesadaran merek hingga tahap long term memory. / Companies with a good brand awareness in public are companies that use brand strategies well. One of the brand strategies that can be used is through brand elements such as jingles and logos. For busniness running on low involvement product such as Fast Moving Consumer Goods, brand awareness is major things on customer minds. The purpose of this research is to review the effect of brand elements jingle and logos towards brand awareness on brand Wall’s. This research used quantitative as the methodology with an explanative research approach. For data collection will be through research survei or research instruments that containt 19 questions and distributed to 100 respondents. There are several criteria of respondents in this research: live in Jakarta and have heard jingle and seen logos of Wall’s. Based on existing data this research found that jingle and logos as brand eleemnts have effect on brand awareness up to long term memory.

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