Yehezkiel Yordan, . (2024) PENGARUH JINGLE IKLAN, TAGLINE IKLAN, DAN BRAND AMBASSADOR TERHADAP BRAND AWARENESS LAZADA INDONESIA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
In 2022, Lazada Indonesia has created an advertising jingle and advertising tagline, and has chosen several brand ambassadors, but still has a lower percentage level of brand awareness compared to other competitors. This research is a quantitative study that aims to determine, analyze, and prove the effect of advertising jingle, advertising tagline, and brand ambassador on Lazada Indonesia's brand awareness. South Jakarta residents constitute the population of this study. By using purposive sampling method, a sample size of 100 respondents was obtained. Google forms were distributed to collect data. Descriptive and inferential analysis using SmartPLS 4.0 software. Advertising jingle, advertising taglines, brand ambassador, and brand awareness are considered valid and reliable for research based on the data analysis that has been done. The adjusted R-square value of 0.707 or 70.70% also supports this. The results of this study indicate that brand ambassador does not affect brand awareness positively and significantly, advertising jingle and advertising taglines affects brand awareness positively and significantly.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010111042] [Pembimbing: Suharyati] [Penguji 1: Prasetyo] [Penguji 2: Heni Nastiti] |
| Uncontrolled Keywords: | Brand Ambassador, Brand Awareness, Advertising Jingle, Advertising Tagline |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Yehezkiel Yordan |
| Date Deposited: | 21 Mar 2024 06:32 |
| Last Modified: | 21 Mar 2024 06:32 |
| URI: | http://repository.upnvj.ac.id/id/eprint/27733 |
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