PENGARUH IKLAN SHOPEE DI MEDIA DIGITAL VERSI JACKIE CHAN 9.9 SUPER SHOPPING DAY TERHADAP MINAT BELI KONSUMEN (SURVEY PADA MAHASISWA JURUSAN ADVERTISING & MARKETING COMMUNICATON UNIVERSITAS MERCU BUANA MERUYA ANGKATAN 2016 - 2019)

SARASWATI, GIVANI (2022) PENGARUH IKLAN SHOPEE DI MEDIA DIGITAL VERSI JACKIE CHAN 9.9 SUPER SHOPPING DAY TERHADAP MINAT BELI KONSUMEN (SURVEY PADA MAHASISWA JURUSAN ADVERTISING & MARKETING COMMUNICATON UNIVERSITAS MERCU BUANA MERUYA ANGKATAN 2016 - 2019). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Advertising is a means of communication in presenting products or services to the public. There are many media that people use to advertise, one of which is through digital media (online). This study aims to analyze the effect of Shopee Advertising on Digital Media Jackie Chan Version 9.9 Super Shopping Day on Consumer Buying Interest (Survey of Adversiting & Marketing Communication Department Students, Mercu Buana Meruya University Class of 2016 – 2019. Cognitive response model is a theory to identify cognitive processes in advertising. Exposure to shopee 9.9 Super Shopping Day digital media advertisements will form positive and negative attitudes towards advertising and towards brands, positive or negative attitudes will affect consumer interest in product purchases. This study uses a positivistic paradigm. In this study, an explanatory quantitative approach was developed. In this study, the authors narrow the population, namely the total number of students as many as 991 by calculating the sample size of 113 samples. The analytical technique used is simple linear regression analysis through SPSS 25. The results of this study indicate that Shopee advertising in Digital Media Jackie Chan's version of 9.9 Super Shopping Day has a positive and significant effect on Consumer Purchase Interest in students majoring in advertising & marketing communicaton Mercu Buana Meruya University class of 2016 – 2019. Shopee ads Jackie Chan version 9.9 Super Shopping Day affect consumer buying interest by 75.6%, while 24.4% is influenced by other factors. This shows that the better the advertisements that Shopee presents on digital media, the better the consumer's buying interest Keywords: Advertising, Digital Media, Buying Interest Iklan merupakan sarana komunikasi dalam menyajikan produk atau jasa kepada masyarakat. Banyak media yang digunakan orang untuk beriklan salah satunya melalui media digital (online). Penelitian ini bertujuan untuk menganalisis pengaruh Iklan Shopee di Media Digital Versi Jackie Chan 9.9 Super Shopping Day terhadap Minat Beli Konsumen (Survey pada Mahasiswa Jurusan Adversiting & Marketing Communication Universitas Mercu Buana Meruya Angkatan 2016 – 2019. Cognitive response model adalah sebuah teori untuk mengenali proses kognisi pada iklan. Terpaan iklan media digital shopee 9.9 Super Shopping Day akan membentuk sikap positif dan negatif terhadap iklan serta terhadap merek, sikap yang positif atau negatif akan mempengaruhi minat pembelian produk oleh konsumen. Penelitian ini menggunakan paradigma positivistik. Dalam penelitian ini dikembangkan dengan pendekatan kuantitatif eksplanatif. Dalam penelitian ini penulis mempersempit populasi yaitu jumlah seluruh mahasiswa sebanyak 991 dengan menghitung ukuran sampel sebanyak113 sampel. Teknik analisis yang digunakan adalah analisis regresi linier sederhana melalui SPSS 25. Hasil penelitian ini menunjukkan bahwa iklan Shopee di Media Digital Versi Jackie Chan 9.9 Super Shopping Day berpengaruh positif dan signifikan terhadap Minat Beli Konsumen pada Mahasiswa jurusan advertising & marketing communicaton Universitas Mercu Buana Meruya angkatan 2016 – 2019. Iklan Shopee Versi Jackie Chan 9.9 Super Shopping Day mempengaruhi minat beli konsumen sebesar 75,6%, sedangkan 24,4% dipengaruhi oleh faktor lain. Hal ini menunjukkan bahwa semakin baik iklan yang dihadirkan Shopee di media digital akan berdampak pada peningkatan minat beli konsumen Kata Kunci : Iklan, Media Digital, Minat Beli

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 22 078
NIM/NIDN Creators: 44317110056
Uncontrolled Keywords: Iklan, Media Digital, Minat Beli
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
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
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 05 Dec 2022 04:06
Last Modified: 05 Dec 2022 04:06
URI: http://repository.mercubuana.ac.id/id/eprint/72187

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