The Effects of Jingles on Brand Awareness and Purchase Intention: A Study of Susu Murni XYZ in Jakarta

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Sanityo Naratantra, Chandra (2025) The Effects of Jingles on Brand Awareness and Purchase Intention: A Study of Susu Murni XYZ in Jakarta. Graduate thesis, Institut IPMI.

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Abstract

The FMCG industry makes up a significant amount of trade in Indonesia, with numerous companies and brands fighting for their market share in each of their own industries. One of such ways for them to gain competitive advantage is through innovations, both of the products themselves and the ways in which they market their products. Such efforts generate creative ways of marketing, one of which being the use of jingles. Susu Murni XYZ is one example of an FMCG brand that implements jingles, paired with their door-to-door strategy using custom carts. However, unlike most FMCG products, Susu Murni XYZ is only sold exclusively through those carts and are not available in store shelves. As such, customers who wish to buy their products cannot plan in advance, relying on the spontaneity of a traveling cart appearing nearby. The research aims to determine whether Susu Murni XYZ’s jingle has similar effects on brand awareness and purchase intention as products in other industries, given its unique circumstances. The gaps identified in this research are empirical and population gaps, as there is no previous research regarding the effect of jingles on brand awareness and purchase intention in the scope of the dairy industry, as well as in the specific region of Jakarta. This research uses a quantitative approach by spreading questionnaires to 100 respondents in Jakarta that meet the sampling criteria. The gathered data are analyzed using the Structural Equation Model - Partial Least Squares (SEM-PLS) method and computed with the use of SmartPLS 4 software. The findings of this research proves that Susu Murni XYZ’s jingles play a positive and significant role in affecting brand awareness, which subsequently plays a positive and significant role in affecting purchase intention. Keywords: Jingle, Brand Awareness, Purchase Intention, Dairy Industry

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 17 Dec 2025 04:41
Last Modified: 17 Dec 2025 04:59
URI: http://repository.ipmi.ac.id/id/eprint/2900

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