Proceedings of the 2nd Annual Conference on Education and Social Science (ACCESS 2020)

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The Audiences’ Preferences on Advertisement Stimulus in Improving Brand Awareness: Shopee Baby Shark Version

Authors
Roos Nana Sucihati, Elly Karmeli, S Suprianto, Binar Dwiyanto Pamungkas, U Usman
Corresponding Author
U Usman
Available Online 26 May 2021.
DOI
10.2991/assehr.k.210525.123How to use a DOI?
Keywords
Advertisement stimulus, shopee advertisement, baby shark version, brand awareness
Abstract

The study aims to determine the audiences’ preferences on advertisement stimulus in baby shark Shopee version, namely heard and sound effects, music, words, pictures, color, and movements in improving brand awareness in Sumbawa Regency. This study applied an associative research method that aims to determine the relationship between the variables. 100 respondents were determined using a purposive sampling technique with the criteria of having watched the advertisement of Shopee baby shark version more than once. The primary data obtained from the questionnaire and were tested using multiple linear regression analysis techniques, statistical t, f tests, and determination with the application of statistical packages for the social sciences (SPSS). The results show that the audiences’ preferences have a significant effect in increasing brand awareness in Sumbawa Regency, either partially or simultaneously. The stimulus ability in the advertisement of Shopee baby shark version in influencing changes in brand awareness was 76.5%, while the rest is influenced by other factors outside the study.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2nd Annual Conference on Education and Social Science (ACCESS 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
26 May 2021
ISBN
978-94-6239-383-7
ISSN
2352-5398
DOI
10.2991/assehr.k.210525.123How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Roos Nana Sucihati
AU  - Elly Karmeli
AU  - S Suprianto
AU  - Binar Dwiyanto Pamungkas
AU  - U Usman
PY  - 2021
DA  - 2021/05/26
TI  - The Audiences’ Preferences on Advertisement Stimulus in Improving Brand Awareness: Shopee Baby Shark Version
BT  - Proceedings of the 2nd Annual Conference on Education and Social Science (ACCESS 2020)
PB  - Atlantis Press
SP  - 437
EP  - 440
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210525.123
DO  - 10.2991/assehr.k.210525.123
ID  - Sucihati2021
ER  -