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All Journal IAES International Journal of Artificial Intelligence (IJ-AI) TEKNIK Techno.Com: Jurnal Teknologi Informasi TELKOMNIKA (Telecommunication Computing Electronics and Control) Jurnal Ilmiah Teknik Elektro Komputer dan Informatika (JITEKI) ELKOMIKA: Jurnal Teknik Energi Elektrik, Teknik Telekomunikasi, & Teknik Elektronika Padjadjaran Journal of Dentistry JETT (Jurnal Elektro dan Telekomunikasi Terapan) International Journal of Artificial Intelligence Research Kinetik: Game Technology, Information System, Computer Network, Computing, Electronics, and Control JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) To Maega: Jurnal Pengabdian Masyarakat Journal of Electronics, Electromedical Engineering, and Medical Informatics JMECS (Journal of Measurements, Electronics, Communications, and Systems) Indonesian Journal of Electrical Engineering and Computer Science Community Development Journal: Jurnal Pengabdian Masyarakat ASEAN Marketing Journal Media Ilmiah Akuntansi eProceedings of Engineering Community Service Seminar and Community Engagement (COSECANT) Journal of Computer Engineering: Progress, Application and Technology Al-Mubtadi : Jurnal Pendidikan Guru Madrasah Ibtidaiyah
Hilman Fauzi, Hilman
Universitas Telkom
Religion Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Control & Systems Engineering Dentistry Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Materials Science & Nanotechnology Medicine & Pharmacology Public Health Social Sciences Other

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Journal : ASEAN Marketing Journal

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Neuromarketing Study: The Effect of Jingle on Consumer Behavior Fauzi, Hilman; Rizqullah, Rafif; Ariyanti, Maya; Hadyningtyas, Ivy Anindhita
ASEAN Marketing Journal Vol. 14, No. 2
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Research Article Research Aims: This research investigates the impact of a jingle associated with a top-brand product on consumer behavior, as assessed through short-term memory activity in the brain. Design/methodology/approach: Data were collected from six participants, three men and three women aged 19-24. The Contec KT88-1016 Digital 16-Channel EEG machine and the Mapping System device were used to retrieve the data. The channel selection was employed to identify the optimal channel based on L2-norm energy calculations performed on the EEG channels within the short-term memory area. Research Findings: The frontal area exhibited higher energy levels than other areas, with the highest point observed in channel F4. A jingle in a product was found to stimulate short-term memory, influencing consumer behaviour. This influence was evidenced by the representation of channel energy in the EEG, showing a higher value compared to the average energy value in general. Theoretical Contribution/Originality: This study successfully demonstrated that EEG signals stimulated by jingles could assess consumer behaviour responses when provided with auditory incentives. The findings are explicitly linked to activating the brain's short-term memory area. Practitioner/Policy Implication: Brands with top brand categories have higher signal energy than non-top brands. Research limitation/Implications: Only limited to the data collection process carried out by environmental engineering, which is made closer to the actual situation.
Co-Authors Achmad Rizal Achmad Rizal Adzra, Faaiq Ammaria Alvin Oktarianto Anak Agung Gede Mahendra Kusuma Andi Zahra Bunga Zana Andria Puja Pratama Ayudina, Nasya Azhar, Tauhid Nur Aznida Firzah Abdul Aziz Bagas Farhan Hadyantoro Bambang Hidayat Bambang Hidayat . Barri, Hablul Bayu Angga Medica Firmanda Bima Ansori, Revydo BIRU, BANYU Boby Irfanudin Anwar Budi Harsono, Ali Cynthia Erika Dayan Aldina Dendi Gusnadi Denta Rahmadani Dewa Nyoman Indra Dharma, Budi Dwi Sukma Bestry Fahmi Oscandar Fahmi Oscandar, Fahmi Fahreza, Ghazy Ahmad Faidil Hadi Fathurrachman, Dhia Firdaus Fauzi, Adryan Favian Dewanta Fina Maharani Fitra Ayu Larasati Galih Surya Gede Hari Yogiswara Gelar Budiman Hadyningtyas, Ivy Anindhita HARSONO, ALI BUDI Hasibuan, DR David H.M. Haya, Allika Fadia Heris, Faradisya I Wayan Agus Sugiarsa Irfan Darmawan Iwan Iwut Tritoasmoro Jangkung Raharjo Januar, Rifat Kinantan, Muhammad Rafi Komura, Tadayasu Kyoso, Masaki Lubis, Reza Armanda M. Abdullah Azzam Marliyah, Marliyah Marpaung, bintangsahala0203 Marpaung, DR Annaria Magdalena Mas Sarwoko Suraatmadja Masaki Kyoso Maya Ariyanti Mazaya 'Aqila Misbakhul Munir Mochamad Dandi Mohd Ibrahim Shapiai Mohd. Ibrahim Shapiai Muhammad , Ardisatria Surya Muhammad Hablul Barri Muhammad Ilham Muhammad Zuhairi Mumtaz, Yasmin Nasya Ayudina Darsono Naufal Reza Alfiandy Nugraha, M.Fajar Zulvan Nur Ibrahim Octavian Putera Kesuma Sugeng Oktafiani, Venia Oktiandi Nugroho Wasktio Pratiwi, Daulika Putra Fajar Alam Raditiana Patmasari Rahmadani, Denta Rahmah, Qisthi Nur Rahman, Fadlur Rahmat Widadi Raihan Nur Fadhlillah Ramanta Limantara Sidam Ramdhan Nugraha Ratri Dwi Atmaja Revydo Bima Anshori Reza Armanda Lubis Rita Magdalena Rizqullah, Rafif Rustam Rustam Rustam Saepulloh, Saepulloh Said, Ziani Salim, La Ode Agus Salsabila, Afap Saputri, Ikra Yuni SENJAYA, ARIO Shapiai, Mohd. Ibrahim Siadari, Thomhert Siadari, Thomhert S. Sofia Sa'adiah SOFIA SAIDAH Sugondo Hadiyoso Suhardjo Suhardjo Syamsul Rizal Syatta, Hurin Tadayasu Komura Tauhid Nur Azhar Thomhert Suprapto Siadari Tsani, Fajri Twinarya Bagus Wibawa Uswah Khairuddin Utari Nur Ramadhani Yora Vany Octaviany Wan Siti Nur Shafiqa Wan Musa Yanti, Suci Dwi Yasi Oktodiranto Yasman, Fudhla Ramadhana Yulinda Eliskar Yunita, Kurnia Sri Ziani Said