Page 30 - MARSIUM'21 COMP OF PAPER

UPIN AND IPIN: THE EFFECT OF USING ANIMATION CHARACTERS IN

BRAND ELEMENTS, BRAND ADVERTISING, AND BRAND AWARENESS ON

YOUNGSTERS PURCHASE INTENTION

Fatin Nazurah binti Mohd Noh, Prof. Rohaizat Baharun

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: fatin.nazurah-1998@graduate.utm.my

Abstract

Upin and Ipin successfully attracted many children to watch it until the Upin and Ipin characters became
a medium for product advertising and were used as a medium to convey public awareness. Many

companies now use Upin and Ipin animated as a medium to promote their products, such as SGM milk,

Terlajak Laris, Colgate, Hong Leong Islamic bank, Mamee Monster, and Telekom Malaysia. This study
was conducted to study the relationship between animated characters and the purchase intention. The

researcher wants to study the effects of using animated characters in brand elements, brand advertising,

and brand awareness. The researcher uses quantitative data to obtain the data. 150 youngsters are being
chosen to answer the questionnaire. The result was interpreted by using correlation and multiple regression

to study the relationship between animated characters in brand elements, brand awareness, and brand
advertising with youngsters purchase intention. The result shows that brand elements, brand advertising,

and brand awareness have a positive relationship with young purchase intention.

Keyword: brand advertising, brand elements, brand awareness, animation characters, purchase

intention

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