The Proceedings of the 1st Seminar The Emerging of Novel Corona Virus, nCov 2020, 11-12 February 2020, Bali, Indonesia

Research Article

How Jingle Can Drive Brand Awareness ?

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  • @INPROCEEDINGS{10.4108/eai.11-2-2020.2301944,
        author={Mochamad  Achyarsyah and Heny  Hendrayati and Febi  Amalia},
        title={How Jingle Can Drive Brand Awareness ?},
        proceedings={The Proceedings of the 1st Seminar The Emerging of Novel Corona Virus, nCov 2020, 11-12 February 2020, Bali, Indonesia},
        publisher={EAI},
        proceedings_a={NCOV},
        year={2020},
        month={11},
        keywords={jingle brand awareness pegipegicom advertising},
        doi={10.4108/eai.11-2-2020.2301944}
    }
    
  • Mochamad Achyarsyah
    Heny Hendrayati
    Febi Amalia
    Year: 2020
    How Jingle Can Drive Brand Awareness ?
    NCOV
    EAI
    DOI: 10.4108/eai.11-2-2020.2301944
Mochamad Achyarsyah1,*, Heny Hendrayati2, Febi Amalia2
  • 1: Ph.D Student of Management, School of Post graduate Studies Universitas Pendidikan Indonesia, Jl. Dr. SetiabudhiNo. 229, Bandung, 40154, Indonesia
  • 2: Management Study Program, Universitas Pendidikan Indonesia, Jl. Dr. Setiabudhi No. 229 Bandung, 40154, Indonesia,
*Contact email: achyarsyah@upi.edu

Abstract

Economic growth, smartphone and internet technology users, as well as online ticket transactions are growing rapidly. This has been exploited and made an opportunity by business people. The increasing number of online flight ticket booking sites is certainly a challenge of competition for management to win hearts of consumers. Management must introduce brand to consumers to create a positive impression. Therefore, the branding process can create brand awareness. Pegipegi.com is an online flight ticket booking site that uses jingles in its advertisements. This research was conducted to examine the effect of jingles on brand awareness on the Pegipegi.com site which ranked third on the TOP Brand Award. Therefore, the method used is descriptive and verification by using 70 respondents who watched Pegipegi.com ads as a research sample, and the sampling technique used probability sampling method. The questionnaire was distributed with Google Form through social media LINE and WhatsApp. The results of this study indicate that the picture of jingles and brand awareness is in the high category. Other results also showed a positive and significant effect between jingles on brand awareness.