PENGARUH IKLAN AUDIO TERHADAP BRAND AWARENESS BSYA DI COMMUTER LINE JABODETABEK

Dhiya Tharra Saffanah Aldi, . (2026) PENGARUH IKLAN AUDIO TERHADAP BRAND AWARENESS BSYA DI COMMUTER LINE JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Commuter trains are now not only a means of transportation but also a potential promotional tool, given that they are filled with passengers every day. However, the various activities passengers engage in create distractions that call into question the effectiveness of audio ads in influencing brand awareness. This study was conducted to determine the effect of BSya audio advertisements on brand awareness among Jabodetabek commuter line passengers. The theory used in this study is the Elaboration Likelihood Model. The research design employed was an explanatory quantitative study, with data collected via a questionnaire distributed to 101 respondents commuter line users between July-December 2025 who had heard BSya’s audio advertisements. The results of the study show that BSya’s audio advertisements had a significant impact on brand awareness among Jabodetabek commuter line passengers, at 54.4%. Message processing via the peripheral route was still able to build strong brand recognition even without in-depth evaluation of the message. These findings indicate that audio advertisements can still serve as an effective marketing communication strategy for building brand awareness in public transportation.

Item Type:	Thesis (Skripsi)
Additional Information:	{No. Panggil: 2210411153} {Pembimbing: Garcia Krisnando Nathanael} {Penguji 1: Damayanti} {Penguji 2: Anindita Lintangdesi Afriani}
Uncontrolled Keywords:	audio advertising, brand awareness, commuter line, transit advertising.
Subjects:	H Social Sciences > HE Transportation and Communications
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User:	DHIYA THARRA SAFFANAH ALDI
Date Deposited:	31 Aug 2026 03:05
Last Modified:	31 Aug 2026 03:05
URI:	http://repository.upnvj.ac.id/id/eprint/53711

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