Farhan, Muhammad and Anitawati, M.Th. and Suharyanti, Suharyanti (2019) Dampak Jingle Terhadap Pembentukan Brand Engagement. Universitas Bakrie, Jakarta. (Unpublished)
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Abstract
Nowadays with increasingly intense competition we need the right way to market the product so that consumers not only know about the product but also have an emotional attachment to the product or what is called brand engagement. This study aims to see whether jingles, which are one way to promote products, are able to form brand engagement. The population in this study are McDonald's consumers aged between 17-34 years and have heard of the version of the McDonald's jingle sung by Maliq & D'Essentials.Sample was taken by using purposive sampling method. Data was analyzed using multiple linear regression. To predict brand engagement, four criteria of brand element: memorability, meaningfulness, likeability and protectability, use as independent variables. The results show that only meaningfulness significantly affects brand engagement, while the other variables have no effect.
| Item Type: | Other |
|---|---|
| Uncontrolled Keywords: | brand engagement, memorability, meaningfulness, likeability and protectability |
| Subjects: | Marketing > Branding (Marketing) Science Paper > Research Report |
| Divisions: | Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi |
| Depositing User: | Ahmad Yani |
| Date Deposited: | 08 Aug 2019 08:03 |
| Last Modified: | 08 Aug 2019 08:03 |
| URI: | http://repository.bakrie.ac.id/id/eprint/2429 |
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