Brand Ambassadors, Taglines, and Jingles: Synergistic Effects on E-commerce Brand Awareness – A Case Study on Tokopedia

Abstract

Aims: This study aims to examine the impact of brand ambassadors, taglines, and jingles on brand awareness among Tokopedia users, assessing how these marketing elements contribute to consumer recognition and recall. Study Design: A non-causal descriptive research design was utilized to explore the relationships between the independent and dependent variables. Place and Duration of Study: Data were collected from Tokopedia users through an online questionnaire distributed via social media platforms and user forums between June and August 2024. Methodology: The study included 300 respondents, age range 17-30 years) who had made at least one purchase on Tokopedia. A structured questionnaire was employed to measure perceptions of brand ambassadors, taglines, jingles, and brand awareness. Multiple linear regression analysis was conducted to evaluate the effects of the independent variables on brand awareness. Results: The regression analysis revealed that brand ambassadors (B = 0.45, p < 0.001), taglines (B = 0.30, p = 0.003), and jingles (B = 0.40, p < 0.001) significantly influenced brand awareness. The model explained a substantial portion of the variance in brand awareness (R² = 0.37).