PENGARUH TERPAAN IKLAN TELEVISI BUKALAPAK VERSI NEGO CINCAI TERHADAP MINAT BELI PRODUK FASHION PADA KARYAWATI DI JAKARTA BARAT (Survey Pada Karyawati Perkantoran Ruko Tomang Tol)

LUTFIANSYAH, LUTFIANSYAH (2019) PENGARUH TERPAAN IKLAN TELEVISI BUKALAPAK VERSI NEGO CINCAI TERHADAP MINAT BELI PRODUK FASHION PADA KARYAWATI DI JAKARTA BARAT (Survey Pada Karyawati Perkantoran Ruko Tomang Tol). S1 thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
Text (HAL COVER)
01. HALAMAN JUDUL.pdf

Download (172kB) | Preview
[img]
Preview
Text (ABSTRAK)
02. ABSTRAK.pdf

Download (221kB) | Preview
[img]
Preview
Text (LEMBAR PERNYATAAN)
03. LEMBAR PERNYATAAN.pdf

Download (971kB) | Preview
[img]
Preview
Text (LEMBAR PENGESAHAN)
04. LEMBAR PENGESAHAN SKRIPSI.pdf

Download (1MB) | Preview
[img]
Preview
Text (KATA PENGANTAR)
05. KATA PENGANTAR.pdf

Download (215kB) | Preview
[img]
Preview
Text (DAFTAR ISI)
06. DAFTAR ISI.pdf

Download (215kB) | Preview
[img]
Preview
Text (DAFTAR TABEL)
07. DAFTAR TABEL.pdf

Download (207kB) | Preview
[img]
Preview
Text (DAFTAR LAMPIRAN)
08. DAFTAR LAMPIRAN.pdf

Download (161kB) | Preview
[img] Text (BAB I)
09. BAB I.pdf
Restricted to Registered users only

Download (291kB)
[img] Text (BAB II)
10. BAB II.pdf
Restricted to Registered users only

Download (344kB)
[img] Text (BAB III)
11. BAB III.pdf
Restricted to Registered users only

Download (285kB)
[img] Text (BAB IV)
12. BAB IV.pdf
Restricted to Registered users only

Download (574kB)
[img] Text (BAB V)
13. BAB V.pdf
Restricted to Registered users only

Download (180kB)
[img] Text (DAFTAR PUSTAKA)
14. Daftar Pustaka.pdf
Restricted to Registered users only

Download (173kB)
[img] Text (LAMPIRAN)
15. LAMPIRAN.pdf
Restricted to Registered users only

Download (1MB)

Abstract

The development of internet world is growing rapidly, included ecommerce and marketplace or what we usually call as online shop. One of them is Bukalapak that carries out promotional activities through advertisement. Eventhough Bukalapak is an online basis company and has done a lot of promotional activities in the digital field like what is booming now, but Bukalapak keeps doing promotional activities by advertising on television. This research aims to know the effect of Bukalapak Exposure to Television Advertising Versus Nego Cincai to Interest in Buying Fashion Products to Employees in West Jakarta. This research uses advertisement literature review exposure and interest in buying. The theory of advertising exposure are frequency, intensity, and attention taken based on the elements in television advertisement. Meanwhile interest in buying uses AIDA theory which is consisted of attention, interest, desire, and action. The research method uses to examine the effect of Bukalapak Exposure to Television Advertising Versus Nego Cincai to Interest in Buying Fashion Products to Employees in West Jakarta are explanatory analysis, survey method by random sampling technique, and simple linear regression method. The research result shows that there is a very strong relationship between Bukalapak television advertisement exposure variable to consumer buying interest of 75,8%. And the rest 24,2% is influenced by other factors beyond the factors examined. Key Words: exposure to advertisement, tagline, interest in buying Perkembangan dunia internet semakin berkembang pesat, termasuk ecommerce dan marketplace atau yang biasa kita sebut sebagai online shop. Salah satunya adalah Bukalapak yang melakukan kegiatan promosi melalui iklan. Sekalipun Bukalapak merupakan perusahaan yang berbasis online dan sudah banyak melakukan kegiatan promosi dibidang digital seperti yang sedang marak sekarang ini, namun Bukalapak tetap melakukan kegiatan promosi dengan cara beriklan di televisi. Penelitian ini bertujuan untuk mengetahui pengaruh terpaan iklan televisi bukalapak versi nego cincai terhadap minat beli pada karyawati di Jakarta Barat. Penelitian ini menggunakan tinjauan pustaka terpaan iklan dan minat beli. Teori terpaan iklan yakni frekuensi, intensitas, dan perhatian yang diambil berdasarkan unsur-unsur dalam iklan televisi. Sedangkan minat beli menggunakan teori AIDA yang terdiri dari attention (perhatian), interest (ketertarikan), desire (keinginan), action (aksi). Metode penelitian yang digunakan untuk meneliti pengaruh terpaan iklan televisi Bukalapak versi nego cincai terhadap minat beli produk fashion pada karyawati di Jakarta Barat adalah analisis eksplanatif, metode survey dengan teknik random sampling dan metode regresi linear sederhana. Hasil penelitian menunjukan ada hubungan yang sangat kuat antara variabel terpaan iklan televisi Bukalapak terhadap minat beli konsumen sebesar 75,8%. Dan sisanya 24,2% di pengaruhi faktor lain diluar faktor yang diteliti. Kata Kunci: terpaan iklan, tagline, minat beli

Item Type: Thesis (S1)
Call Number CD: FK/MCA. 19 032
Call Number: SK/43/19/007
NIM: 44314110052
Uncontrolled Keywords: terpaan iklan, tagline, minat beli
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast > 070.195 Television/Televisi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 06 Dec 2019 02:14
Last Modified: 09 Jan 2020 04:25
URI: http://repository.mercubuana.ac.id/id/eprint/52566

Actions (login required)

View Item View Item