JUWITA, SALSABILA INTAN (2025) PENGARUH TERPAAN IKLAN GOJEK PLUS DI INSTAGRAM TERHADAP PROSES KEPUTUSAN PEMBELIAN (Survei Pada Followers Instagram @gojekindonesia). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Amid the increasingly competitive landscape of the digital service industry, Gojek launched Gojek Plus, a subscription-based service offering exclusive benefits to users. To effectively reach digital consumers, particularly younger audiences, the promotional campaign for Gojek Plus was focused on Instagram. This study aims to determine the extent to which exposure to Gojek Plus advertisements on Instagram influences the consumer purchase decision process. Advertising exposure is defined as the audience’s level of contact with advertisements, measured through frequency, duration, and intensity. Meanwhile, the purchase decision process is examined using the AISAS model, which consists of five stages: Attention, Interest, Search, Action, and Share. This study is grounded in the StimulusOrganism-Response (S-O-R) theory, where advertising acts as an external stimulus that influences consumer responses through internal cognitive and emotional processes. This research adopts a quantitative approach through a survey method, involving 100 respondents aged 18–28 who follow the Instagram account @gojekindonesia. The sampling technique employed was purposive sampling, and data analysis was conducted using a simple linear regression test. The results indicate that advertisement exposure significantly influences the purchase decision process, as evidenced by a significance value of 0.000 (< 0.05) and a t-value of 9.398 (> t-table 1.660). The regression coefficient of 1.112 implies that higher advertisement exposure leads to a stronger purchase decision process. Furthermore, the coefficient of determination (R Square) of 0.474 suggests that 47.4% of the variation in the purchase decision process is explained by advertisement exposure, while the remaining 52.6% is influenced by other external factors beyond the scope of this study. Keywords: Advertising Exposure, Purchase Decision Process, AISAS Model, S-OR Theory, Gojek Plus, Instagram Di tengah persaingan industri layanan digital yang semakin kompetitif, Gojek meluncurkan produk Gojek Plus sebagai layanan berbasis langganan yang menawarkan berbagai keuntungan eksklusif bagi pengguna. Untuk menjangkau konsumen digital, khususnya generasi muda, kampanye promosi Gojek Plus difokuskan melalui platform Instagram. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh terpaan iklan Gojek Plus di Instagram terhadap proses keputusan pembelian produk tersebut. Terpaan iklan didefinisikan sebagai eksposur audiens terhadap iklan, yang diukur melalui dimensi frekuensi, durasi, dan intensitas. Sementara proses keputusan pembelian merujuk pada lima tahapan dalam model AISAS, yaitu Attention, Interest, Search, Action, dan Share. Teori yang mendasari penelitian ini adalah teori Stimulus-Organism-Response (S-O-R), di mana iklan diposisikan sebagai stimulus eksternal yang dapat memengaruhi respons audiens melalui proses internal. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, melibatkan 100 responden yang merupakan pengikut akun Instagram @gojekindonesia berusia 18–28 tahun. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan uji regresi linear sederhana. Hasil penelitian menunjukkan bahwa terpaan iklan berpengaruh signifikan terhadap proses keputusan pembelian, dibuktikan dengan nilai signifikansi 0,000 (< 0,05) dan t hitung sebesar 9,398 (> t tabel 1,660). Nilai koefisien regresi sebesar 1,112 menunjukkan bahwa semakin tinggi terpaan iklan, maka semakin meningkat pula proses keputusan pembelian. Koefisien determinasi sebesar 0,474 menunjukkan bahwa 47,4% variasi dalam proses keputusan pembelian dapat dijelaskan oleh terpaan iklan, sementara sisanya sebesar 52,6% dipengaruhi oleh faktor eksternal di luar penelitian ini. Kata Kunci: Terpaan iklan, Proses Keputusan Pembelian, AISAS, Gojek Plus, Instagram
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