THE INFLUENCE OF LAZADAâS JINGLE TOWARDS INTENTION TO USE WITH BRAND AWARENESS AS THE MEDIATING VARIABLE
In today's digital era, e-commerce has become increasingly popular among Indonesian consumers. Lazada, one of the prominent e-commerce platforms in Indonesia, leverages advertising strategies, including the use of a catchy jingle, to enhance brand awareness and drive intention to use. The study...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/82984 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | In today's digital era, e-commerce has become increasingly popular among Indonesian consumers. Lazada, one of the prominent e-commerce platforms in Indonesia, leverages advertising strategies, including the use of a catchy jingle, to enhance brand awareness and drive intention to use. The study addresses the problem of determining the effectiveness of Lazada's jingle in influencing customer intention to use. Despite the widespread exposure of Lazada's jingle across various platforms, there are mixed reactions from the public, with some consumers finding the jingle entertaining and memorable, while others consider it annoying and intrusive. This research aims to clarify whether the jingle successfully enhances brand awareness and whether this awareness translates into increased intention to use. This study investigates the influence of Lazada's jingle on consumers' intention to use, with brand awareness acting as a mediating variable. The research focuses on Generation Z and Millennials aged 17 to 42, as they represent a significant portion of Lazada's target market. Utilizing a quantitative approach, data were collected through preliminary and main research involving 409 respondents via online questionnaires. The findings reveal that Lazada's jingle significantly enhances brand awareness, subsequently influencing intention to use. The study underscores the importance of integrating catchy jingles into advertising strategies to boost brand awareness and consumer engagement. Future research should explore the long-term effects of jingles on consumer behavior and consider external factors such as competitive strategies and economic conditions. These insights are vital for e-commerce marketers aiming to optimize their advertising efforts and improve customer retention. |
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