The Effect of Tagline and Jingle Advertising on Brand Awareness Formation

Authors

  • Ana Ismiyadi Sekolah Tinggi Ilmu Administrasi Panglima Sudirman, Surabaya, Indonesia
  • Abdul Fatah Fanani Sekolah Tinggi Ilmu Administrasi Panglima Sudirman, Surabaya, Indonesia
  • Sri Handayani Universitas Islam Raden Rahmat Malang
  • Diela Novelia Sekolah Tinggi Ilmu Administrasi Panglima Sudirman, Surabaya, Indonesia
  • Wahyu Astutik Sekolah Tinggi Ilmu Administrasi Panglima Sudirman, Surabaya, Indonesia

DOI:

https://doi.org/10.36636/dialektika.v7i2.1084

Keywords:

Tagline, Jingle, Brand Awareness

Abstract

This study aims to analyze "The Influence of Taglines and Jingels on the Formation of Brand Awareness" (Studies on Oreo Ads with the Taglines "Diputar, Dijilat, Dicelupin" and Jingle "Bayangkan Ku Beri Oreo" on Television to students at Institut Pembangunan Airlangga  Surabaya (IPAS)). This study uses a quantitative method, the data source is obtained from primary data sources using a questionnaire as a research instrument. The sample in this study were 37 people. The analytical tools used include validity and reliability tests, normality tests, multicollinearity tests, heteroscedasticity tests, multiple linear regression tests, F tests, t tests, correlation coefficient tests and coefficients of determination test. The results of statistical analysis explain that: (1) Tagline and Jingle variables together have an effect on Brand Awareness. (2) Tagline variable has no significant effect on Brand Awareness. (3) The Jingle variable has a significant effect on Brand Awareness.

References

Aaker, D. A. (2012). Building strong brands. Simon and Schuster.

Altstiel, T., & Grow, J. (2006). Advertising strategy: Creative tactics from the outside/in. Sage.

Arnold, J., Silvester, J., Cooper, C. L., Robertson, I. T., & Patterson, F. M. (2005). Work psychology: Understanding human behaviour in the workplace. Pearson Education.

Belch, M. (2006). Introduction to Advertising and Promotion : an Integrated Marketing Communications Perspective / MARK 301 Marketing Communications Course Outline. Marketing and International Business, 3(4), 1–18.

Darsono, L. I. (2008). Hubungan perceived service quality dan loyalitas: peran trust dan satisfaction sebagai mediator. The 2nd National Conference UKWMS.

Dwiyana, P. (2016). Analisis Perbandingan Strategi Bauran Pemasaran Smartphone Blackberry Berdasarkan Suklus Hidup Produk. E-Proceeding of Management, 3(1), 563–570.

Fandy Tjiptono, P. (2015). Strategi Pemasaran, Edisi 4. In Yogyakarta: Andi.

Ginting, N. F. H. (2011). Manajemen pemasaran. CV. Yrama Widya.

Https://www.nielsen.com/id/id/press-releases/2020/belanja-iklan-2019-ditutup-dengan-tren-positif/. (n.d.). No Title.

infografik-belanja-iklan-selama-tujuh-bulan-pertama-2020-mencapai-rp-122-triliun @ insight.kontan.co.id. (n.d.). infografik-belanja-iklan-selama-tujuh-bulan-pertama-2020-mencapai-rp-122-triliun @ insight.kontan.co.id. https://insight.kontan.co.id/news/infografik-belanja-iklan-selama-tujuh-bulan-pertama-2020-mencapai-rp-122-triliun

Keller, K. L. (2003). Brand Synthesis: The Multidimensionality of Brand Knowledge. Journal of Consumer Research, 29(4), 595–600. https://doi.org/10.1086/346254

Kertamukti, R. (2017). Strategi Kreaktif dalam Periklanan: Konsep pesan, Media, Branding, Anggaran (Cetakan. Depok: Rajawali Persada.

Kotler, P., & Keller, K. L. (2021). Manajemen pemasaran edisi 13 jilid 2. Erlangga.

Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising: Principles and practice. Pearson Australia.

Novansa, H., & Ali, H. (2011). Purchase Decision Model: Analysis of Brand Image, Brand Awareness and Price (Case Study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences, 2(5), 597–610. https://doi.org/10.21276/sjhss

Peter, J. P., Olson, J. C., & Grunert, K. G. (1999). Consumer behavior and marketing strategy. McGraw-hill London.

Septiningrum, W., & Sudrajat, R. H. (2019). Pengaruh Jingle Iklan Susu Koperasi Peternakan Bandung Selatan Pengalengan Terhadap Brand Awareness. E-Proceeding of Management, 6(2), 5107–5117.

Septiyanto, I. B. (2017). Pengaruh Brand Ambassador, Tagline, dan Jingle Iklan Versi Iklan Televisi Terhadap Brand Awareness (Studi pada Pengguna Produk Yamaha Motor). Manajemen-FE.

Solomon, M. R. (2015). Consumer Behavior. In Pearson Education, Inc. (Vol. 151, pp. 10–17). https://doi.org/10.1145/3132847.3132886

Sugiyono, D. (2013). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan R&D. Alfabeta.

Syah, R. (2019). Pengaruh Jingle Dan Tagline Iklan Teh Botol Sosro Terhadap Brand Awareness Pada Mahasiswa Universitas Islam Negeri Sultan Syarif Kasim Riau. Universitas Islam Negeri Sultan Syarif Kasim Riau.

Tanoni, R. V. (2014). Pengaruh Iklan Terhadap Niat Beli Konsumen Melalui Citra Merek dan Sikap pada Minuman Isotonic Mizone di Surabaya. Jurnal Ilmu Dan Riset Manajemen, 1(2), 1–7.

Widyastuti, D. A., & Nugroho, M. R. (2018). Efektivitas Tagline # DijaminOri Terhadap Brand Awareness E-Commerce JD . ID. 1, 211–225.

Yunianto, H. (2012). Pengaruh jingle iklan mizone versi ”love today” di televisi terhadap brand image. XI(4), 348–354.

Downloads

Published

2022-09-02

Issue

Vol. 7 No. 2 (2022): Dialektika : Jurnal Ekonomi dan Ilmu Sosial

Section

Articles

License

Copyright (c) 2022 Ana Ismiyadi, Abdul Fatah Fanani, Sri Handayani, Diela Novelia, Wahyu Astutik

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

How to Cite

The Effect of Tagline and Jingle Advertising on Brand Awareness Formation. (2022). Dialektika : Jurnal Ekonomi Dan Ilmu Sosial, 7(2), 87-101. https://doi.org/10.36636/dialektika.v7i2.1084

Most read articles by the same author(s)