THE EFFECTS OF HUMOROUS AND EMOTIONAL APPEAL ON TOKOPEDIA YOUTUBE ADVERTISEMENTS TOWARDS CUSTOMERS BRAND AWARENESS

Abstract

There are many ways to advertise and promote something with the changing times. This has caused many companies to start getting creative in terms of advertising their products so as not to be left behind. A memorable advertisement might impact a company or product, one of them is by using Humorous Appeal and Emotional Appeal. The purpose of this study is to analyze the influence of humorous appeal and emotional appeal toward brand awareness, specifically on Tokopedia’s Youtube advertisements. A quantitative approach was the primary method used, and an online questionnaire was distributed to 100 respondents who have watched Tokopedia’s Youtube advertisements. This research shows that humorous appeal and emotional appeal significantly affect the customers' brand awareness.

Keywords: Humorous appeal, emotional appeal, brand awareness