The purpose of this study was to examine the effect endorser and
advertisement jingle on consumer memory of Oreo product on Faculty of Economic
and Business students of University Muhammadiyah Purwokerto. Independent
variable in this study are endorser and advertisement jingle, while the dependent
variable is memory. The sample of this research is some of the active students of
Faculty Economic and Business of University Muhammadiyah Purwokerto. Data
collection technique used is purposive sample, with sample counted 312
respondents. The analysis used is multiple linear regression with hypothesis testing
using F test and t test using SPSS version 23. The result of this research is endorser
and advertisement jingle have significant positive effect to memory equal to 36, 7 %
from Adjust R Square. While the remaining 63, 3 % influenced by other variable
outside this study. Through t test partially advertisement jingle variable gives the
most influence to the memory.