Pengaruh Jingle Iklan terhadap Pembentukan brand awareness Studi pada Jingle “Shopee PayLater” di Media Sosial Youtube terhadap Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara

Abstract

This thesis is titled The Influence of Advertising Jingles on Brand awareness Formation: A Study on the "Shopee PayLater" Jingle on Youtube Social Media Among Students of the Faculty of Social and Political Sciences, Universitas Sumatera Utara. The objective of this study is to examine the influence of the jingle in the "Shopee PayLater" advertisement aired on Youtube social media on the formation of Brand awareness among students of the Faculty of Social and Political Sciences, Universitas Sumatera Utara, and to determine the extent of the influence of the jingle on Brand awareness. The theories used in this thesis are marketing communication, promotional mix, advertising, new media, jingles, and Brand awareness. The research method used is quantitative with a correlational approach. The population in this study is all students of the Faculty of Social and Political Sciences, Universitas Sumatera Utara, totaling 3,828 students. The sample was determined using the Slovin formula, resulting in 97 respondents. The sampling technique used was purposive sampling. Data collection techniques include primary and secondary data collection. Data analysis techniques used are single table analysis, cross-table analysis, and correlation testing. The results of this study show that the Shopee PayLater jingle on Youtube social media significantly influences Brand awareness among FISIP USU students. This is based on hypothesis testing using SPSS software, which yielded data that (rho) = 0.866 with a significance level (sig. 2-tailed) = 0.000, where the significance level < 0.05, indicating a significant relationship. Using the correlation coefficient, the result of 0.866 indicates a strong relationship. The determination calculation yielded a result of 75%, which means that the Shopee PayLater jingle on Youtube social media influences Brand awareness among FISIP USU students by 75%.