| dc.description.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%. | en_US |
