ANALISIS PENGARUH KREATIFITAS IKLAN, JINGLE DAN ENDORSER TERHADAP BRAND AWARENESS (Studi Pada Iklan Televisi “Ada Shopee, Selalu di Hati” di Semarang)

Abstract

This study aims to analyze the effect of advertising creativity, jingles and endorsers on brand awareness carried out on the "Ada Shopee Selalu di Hati" advertisement. The variables used in this study are advertising creativity, jingles, and endorsers as independent variables, as well as brand awareness as the dependent variable. The number of samples used in this study were 150 respondents representing the Semarang peoples who had seen "Ada Shopee Selalu di Hati" advertisement on television. The sampling method in this study is a non probability sampling method with a purposive sampling technique. The method of data collection is done using a questionnaire. This study uses Multiple Linear Regression Analysis Techniques using SPSS analysis tools. The results of this study indicate that advertising creativity, jingles and endorsers has a positive and significant influence on brand awareness.