PENGARUH TERPAAN JINGLE IKLAN TELEVISI E-COMMERCE SHOPEE TERHADAP BRAND AWARENESS (Studi Pada Ibu Rumah Tangga, RW 17, Kecamatan Sumbersari, Kabupaten Jember, Jawa Timur)
| Main Author: | Karimah, Radina Putri |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/45942/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/45942/2/BAB%20I.pdf http://eprints.umm.ac.id/45942/3/BAB%20II.pdf http://eprints.umm.ac.id/45942/4/BAB%20III.pdf http://eprints.umm.ac.id/45942/5/BAB%20IV.pdf http://eprints.umm.ac.id/45942/6/BAB%20V.pdf http://eprints.umm.ac.id/45942/7/LAMPIRAN.pdf http://eprints.umm.ac.id/45942/ |
Daftar Isi:
- This study is based on the existence of Shopee’s commercial jingle which was on-aired on 2017 entitled ‘Beli Semua di Shopee’. The jingle was broadcasted on digital platforms (social media and YouTube), or conventional media such as TV. It is known that housewives are not the main target of Shopee, but rather become the target of Shopee's market expansion. However, Shopee actually uses one of the marketing communication activities, namely TV advertising. The results of the research show that housewives spend more time watching TV. As it is known, housewives in RW 17, Sumbersari District, Jember Regency, East Java, still watch TV as their main daily source of information. The purpose of this study is to find out whether there was any influence and how much influence the e-commerce Shopee TV commercial jingle had on its brand awareness towards housewives of RW 17, Sumbersari District, Jember Regency, East Java. The theory used in this study is A-I-D-D-A theory, and the advertising exposure theory proposed by Rajev, Myers, and Aaker. Theory of A-I-D-D-A explains that the process of creating brand awareness is an inherent mechanism for audiences caused by the concern for a series of messages. For the advertising exposure theory proposed by Rajev, Myers, and Aaker, it is shown through a chart about the process that occurs after the audience is exposed to advertisement. This research employed quantitative research methods with explanatory research type. This study uses a simple random sampling technique. The population in this study were housewives of RW 17, Sumbersari District, Jember Regency, aged 40-65 years and had watched Shopee advertisements entitled 'Beli Semua di Shopee'. Eighty four people were chosen to be the sample in this study. Data collection methods used in this study were questionnaires and documentation. The data analysis technique of this study uses the F-test, the coefficient of determination, and simple linear regression. The results of this study shows that value of F (14,672) > F-table (4.05). In the test of the coefficient of determination, it is known that the value generated by the jingle towards its brand awareness is 0.243. It is also known that simple linear regression equation is Y = 13.494 + 0.645 X. From the results of hypothesis testing using the t test, it is known the value of t-test (3,842) > t-table (2,012), which means that there is a significant influence on Shopee’s commercial jingle exposure towards its brand awareness, or Ho is rejected and Ha is accepted. From the results of these studies, it can be stated that there is an influence of e-commerce Shopee’s television commercial jingle on its brand awareness and the effect can be expressed in a percentage of 24.3%. Also, it can be concluded that the influence of Shopee television commercial jingle on its brand awareness has a positive image.