PENGARUH DAYA TARIK GIMMICK TERHADAP PENINGKATAN CUSTOMER ENGAGEMENT (Survey Pada Kampanye Iklan Sasa Santan Ala Sisca Kohl di TikTok)

ANGELIKAH, MELINDA (2025) PENGARUH DAYA TARIK GIMMICK TERHADAP PENINGKATAN CUSTOMER ENGAGEMENT (Survey Pada Kampanye Iklan Sasa Santan Ala Sisca Kohl di TikTok). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The Sasa Santan Ala Sisca Kohl advertising campaign utilized a gimmick in the form of a controversy between influencer Sisca Kohl and culinary expert Sisca Soewitomo to enhance customer engagement. Eventually, this controversy was revealed to be part of the promotional strategy for the Sasa Santan product. This study aims to analyze the influence of gimmick appeal in this advertising campaign on increasing customer engagement. The research employed a quantitative explanatory method. The study population consisted of individuals who were aware of or had watched the advertising campaign on TikTok, with a total of 192 respondents determined using the Lemeshow formula. The correlation test results showed a strong positive relationship between gimmick appeal and customer engagement. The linear regression test revealed that the gimmick contributed 61.7% to customer engagement, while the remaining 38.3% was influenced by other factors. This campaign utilized the peripheral route in the Elaboration Likelihood Model (ELM), where low-involvement audiences were more influenced by visual elements, humor, and creative gimmicks. Keywords: Advertising Campaign, Gimmick Appeal, Customer engagement Kampanye Iklan Sasa Santan Ala Sisca Kohl memanfaatkan gimmick berupa kontroversi antara influencer Sisca Kohl dan pakar kuliner Sisca Soewitomo untuk meningkatkan customer engagement. Pada akhirnya, kontroversi ini terungkap sebagai bagian dari strategi kampanye promosi produk Sasa Santan. Penelitian ini bertujuan untuk menganalisis pengaruh daya tarik gimmick dalam kampanye iklan ini terhadap peningkatan customer engagement. Penelitian menggunakan metode kuantitatif eksplanatif. Populasi penelitian adalah individu yang mengetahui atau menonton kampanye iklan di TikTok, dengan jumlah responden sebanyak 192 orang yang ditentukan menggunakan rumus Lemeshow. Hasil uji korelasi menunjukkan hubungan positif yang kuat antara daya tarik gimmick dan customer engagement. Uji regresi linear mengungkapkan bahwa gimmick berkontribusi sebesar 61,7% terhadap customer engagement, sementara 38,3% dipengaruhi oleh faktor lain. Kampanye ini menggunakan jalur periferal dalam Elaboration Likelihood Model (ELM), di mana audiens dengan keterlibatan rendah lebih terpengaruh oleh elemen visual, humor, dan gimmick yang kreatif. Kata Kunci : Kampanye Periklanan, Daya Tarik Gimmick, Customer engagement

Item Type:	Thesis (S1)
Call Number CD:	FK/PKP. 25 012
NIM/NIDN Creators:	44321010010
Uncontrolled Keywords:	Kampanye Periklanan, Daya Tarik Gimmick, Customer engagement
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 324 Political Process/Proses Politik > 324.5 Campaigns for Nominations/Kampanye 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 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 > 659.1 Advertising/Periklanan
Divisions:	Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User:	khalimah
Date Deposited:	06 Feb 2025 04:16
Last Modified:	06 Feb 2025 04:16
URI:	http://repository.mercubuana.ac.id/id/eprint/93964

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