Skripsi

PENGARUH TAGLINE DAN JINGLE IKLAN “SHOPEE COD” DI YOUTUBE TERHADAP BRAND AWARENESS SHOPEE MAHASISWA ILMU KOMUNIKASI ANGKATAN 2022 UNIVERSITAS SRIWIJAYA

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This study aims to analyze and test the simultaneous and partial influence of the Tagline and Jingle Advertisement of “Shopee COD” aired on YouTube towards Shopee’s Brand Awareness among Communication Science students, Class of 2022, Sriwijaya University. The research employs a quantitative explanatory approach using a survey method on a sample of 100 respondents, determined via purposive sampling technique. Multiple Linear Regression analysis shows that simultaneously, the Tagline and Jingle Advertisement significantly influence Shopee’s Brand Awareness (Sig. 0.000) with a strong correlation strength (F calculated > F table). Partially, both independent variables also exhibit a positive and significant influence (t calculated > t table, Sig. < 0.05). The Coefficient of Determination (R²) of 0.719 indicates that 71.9% of the variance in Brand Awareness can be explained by the two variables. The main conclusion of this study confirms that the Jingle Advertisement has a more dominant influence compared to the Tagline in shaping brand awareness. The suggested implication is the need for optimization of marketing communication strategies that rely on strong audio elements and repetition on digital platforms to strengthen brand recall among the young market segment.

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Detail Information

Series Title

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Call Number

T1926212026

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2026

Collation

xiii, 100 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

302.207

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Prodi Ilmu Komunikasi
Ilmu Komunikasi--Shopee COD

Specific Detail Info

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Statement of Responsibility

MI

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