PENGARUH REPETISI IKLAN SHOPEE DI MEDIA SOSIAL INSTAGRAM YANG DITERIMA AUDIENCE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Survey terhadap Mahasiswa Peminatan Digital Advertising & Marketing Communication Universitas Mercu Buana Jakarta)

DELIANA, VENY DWI (2020) PENGARUH REPETISI IKLAN SHOPEE DI MEDIA SOSIAL INSTAGRAM YANG DITERIMA AUDIENCE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Survey terhadap Mahasiswa Peminatan Digital Advertising & Marketing Communication Universitas Mercu Buana Jakarta). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of ad repetition received by the audience on Shopee's consumer purchasing decisions on Instagram social media. This research is expected to be a reference for future research on ad repetition. Advertisements that are served through social media are not just once or twice served, but repeatedly. Repetition of advertising messages like that is also called ad repetition. Repetition of advertisements with a significant frequency can make the audience keep in mind the advertised brand. On the other hand, whether advertising repetitions made on social media can influence purchasing decisions. Later this research is also useful to find out how much interest the audience who have watched these advertisements to useshopping services online at Shopee. Respondents in this study were students of Mercu Buana University Jakarta Class 2015-2017 specializing in Digital Advertising & Marketing Communication. The results of research using quantitative methods with a causal approach states that there is an influence between advertising repetition variabels and consumer purchasing decisions. This is evidenced by the results of the regression test value of 11.937 which is greater than 3.98 ft. As well as the results of t count value of 3.479 which is greater than t table of 1.995 so Ha is accepted. But in this study the two variabels have a low relationship level where the determinant coefficient is only 14.9%. Keywords: ad repetition, purchase decision, shopee, social media Instagram Penelitian ini bertujuan untuk menganalisis pengaruh repetisi iklan yang diterima audience terhadap keputusan pembelian konsumen Shopee pada media sosial Instagram. Penelitian ini diharapkan akan menjadi acuan bagi penelitian di masa mendatang mengenai repetisi iklan. Iklan yang ditayangkan melalui media sosial tidak hanya sekali ataupun dua kali penayangan, tetapi berulang-ulang. Pengulangan pesan iklan seperti itu disebut juga dengan repetisi iklan. Repetisi iklan dengan frekuensi yang signifikan dapat membuat audience mengingat terus merek yang diiklankan. Disisi lain, apakah repetisi iklan yang dilakukan di media sosial dapat berpengaruh tehadap keputusan pembelian. Nantinya penelitian ini juga bermanfaat untuk mengetahui seberapa besar minat khalayak yang telah menonton iklan tersebut untuk menggunakan layanan belanja online di Shopee. Responden pada penelitian ini adalah mahasiswa dan mahasiswi Universitas Mercu Buana Jakarta Angkatan 2015-2017 peminatan Digital Advertising & Marketing Communication. Hasil penelitian yang menggunakan metode kuantitatif dengan pendekatan kausal ini menyebutkan bahwa adanya pengaruh antara variabel repetisi iklan dan keputusan pembelian konsumen. Hal tersebut dibuktikan dengan hasil nilai uji regresi sebesar 11,937 yang lebih besar dari f tabel 3,98. Serta hasil t hitung yang bernilai 3,479 dimana lebih besar dari t table sebesar 1,995 sehingga Ha diterima. Tetapi pada penelitian ini kedua variabel memiliki tingkat hubungan yang rendah dimana nilai koefisien determinannya hanya sebesar 14,9%. Kata Kunci: repetisi iklan, keputusan pembelian, Shopee, media sosial Instagram

Item Type: Thesis (S1-Sarjana)
Call Number: SK/43/19/074
NIM: 44317010066
Uncontrolled Keywords: repetisi iklan, keputusan pembelian, Shopee, media sosial Instagram
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
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: Virda Syifa
Date Deposited: 21 Aug 2020 07:53
Last Modified: 21 Aug 2020 07:53
URI: http://repository.mercubuana.ac.id/id/eprint/53037

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