PENGARUH BENTUK MUSIK DALAM IKLAN TERHADAP RECALL MEREK PRODUK

Victor Panji Dwijaya,

2010 | Tesis |

This experimental research was aimed to analyze the influence of music form in advertising to brand name recall through three treatments which were jingle, background music, and no music. Experiment design was Randomized Post Test Only Control Group Design with 3 groups that got different treatment of hearing series of advertising (jingle, background music, and no music). Data collection was done by using recall test. Subjects of the research were ninety women students Faculty of Psychology Gadjah Mada University which were randomly. Data were analyzed by using one-way anova and LSD procedure. The result of one-way anova showed that the hypothesis is proven by F =3,403 , and p =0,038 which means there is influence of music form in advertising to brand name recall. Further analysis using LSD to compare jingle and no music showed mean difference (MD) = 0,767 and p = 0,021 showed that there is significant difference between jingle and no music. Jingle produced greater brand name recall recall than no music. Comparison between background music and no music showed mean difference (MD) = 0,700 and p = 0,034 showed that there is significant difference between background music and no music. Background music produced greater brand name recall than no music. Comparison between jingle and background music showed mean difference (MD) = 0,067 and p = 0,838 showed that there is no significant difference between jingle and background music, which means either jingle or background music had a great influence to improve brand name recall. Keywords : brand name recall, music in advertising, jingle, background music, no music

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