DELIANA, VENY DWI (2019) 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 thesis, Universitas Mercu Buana.
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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
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