Hubungan antara Jingle Iklan "Shopee Slank Pasti Ada" di TV dengan Brand Awareness Shopee

Abstract

Abstract. The growth of the marketplace in Indonesia has been very mushrooming. The number of peasig in the same field encourages companies to be more creative in maintaining consumer loyalty to the brand. One of the promo strategies that effectively reaches a broad audience is advertising. In advertising there is a vital aspect, namely jingles. Jingle is an advertisement that is packed with music and songs where the lyrics of the song contain information from the products offered. Inside the jingle there are 5 elements, namely memorability, meaningfulness, likability, adaptability, and protectability. Shopee is a marketplace where advertisements almost always use jingle as their communication approach. Shopee is a marketplace that sells various products ranging from fashion, food, beauty products and so on. Based on this phenomenon, the problems in this research are formulated as follows: (1) Is there a relationship between memorability and Shopee brand awareness? (2) Is there a relationship between meaningfulness and Shopee brand awareness? (3) Is there a relationship between likability and Shopee brand awareness? (4) Is there a connection between adaptability and Shopee brand awareness? (5) Is there a relationship between protectability and Shopee brand awareness ?. The researcher used quantitative research methods with a correlational approach. The population chosen in this study was the students of Bandung Islamic University who had stated their willingness to be respondents in this study and were Shopee consumers and had heard advertising jingles "Shopee Slank Must Have". With the sampling technique that is simple random sampling obtained a sample of 80 students. The results of this study which were analyzed using inferential analysis showed that overall the advertising jingles "Definitely Shopee Slank" had a significant relationship with brand awareness.

Keywords: Jingle, Brand Awareness, Shopee

Abstrak. Pertumbuhan marketplace di Indonesia sudah sangat mejamur. Banyaknya peasig dalam bidang yang sama mendorong perusahaan unutk lebih kreatif dalam mempertahankan kesetiaan konsumen terhadap merek. Salah satu strategi promo yag efektif menjangkau khalayak luas adalah iklan. Dalam iklan terdapat aspek vital yaitu jingle. Jingle merupakan iklan yang dikemas dengan musik dan lagu yang dimana lirik lagunya mengandung informasi dari produk yang ditawarkan. Di dalam jingle terdapat 5 elemen yaitu memorability, meaningfulness, likability, adaptability, dan protectability. Shopee merupakan marketplace yang iklannya hampir selalu menggunakan jingle sebagai pendekatan komunikasinya. Shopee merupakan marketplace yang menjual berbagai produk mulai dari fashion, makanan, produk kecantikan dan lain sebagainya. Berdasarkan fenomena tersebut, maka permasalahan dalam peneitian in dirumuskan sebagai berikut: (1) Apakah terdapat hubungan antatra memorability dengan brand awareness Shopee? (2)Apakah terdapat hubungan antatra meaningfulness dengan brand awareness Shopee? (3) Apakah terdapat hubungan antatra likability dengan brand awareness Shopee? (4) Apakah terdapat hubungan antatra adaptability dengan brand awareness Shopee? (5) Apakah terdapat hubungan antatra protectability dengan brand awareness Shopee?. Peneliti menggunakan metode penelitian kuantitatif dengan pendekatan korelasional. Populasi yang dipilih dalam penelitian ini yaitu mahasiswa Universitas Islam Bandung yang telah menyatakan bersedia menjadi responden dalam penelitian  ini dan merupakan konsumen Shopee serta pernah mendengar jingle iklan “Shopee Slank Pasti Adaâ€. Dengan teknik pengambilan sampel yaitu simple random sampling diperoleh sampel penelitian sebanyak 80 mahasiswa. Hasil penelitian ini yang di analisis dengan menggunakan analisis inferensial menunjukkan bahwa secara keseluruhan jingle iklan “Shopee Slank Pasti Ada†memiliki hubungan yang cukup berarti dengan brand awareness.

Kata Kunci: Jingle, Brand Awareness, Shopee