PENGARUH TERPAAN IKLAN GRAB #GAKKELARHEMATNYA DI INSTAGRAM REELS TERHADAP KEPUTUSAN PENGUNAAN GRAB UNLIMITED (Survei Pada Mahasiswa Aktif Fakultas Ilmu Komunikasi Universitas Mercu Buana Jakarta)

PRODERO, MOHAMMAD DIMAS (2025) PENGARUH TERPAAN IKLAN GRAB #GAKKELARHEMATNYA DI INSTAGRAM REELS TERHADAP KEPUTUSAN PENGUNAAN GRAB UNLIMITED (Survei Pada Mahasiswa Aktif Fakultas Ilmu Komunikasi Universitas Mercu Buana Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Fenomena pesatnya perkembangan teknologi informasi yang mengubah cara perusahaan berinteraksi dengan audiensnya. Salah satu yang paling menonjol adalah pemanfaatan Instagram Reels sebagai kanal promosi digital. Fokus utama studi ini adalah untuk meneliti sejauh mana iklan Grab bertajuk #GAKKELARHEMATNYA di Instagram Reels mampu memengaruhi keputusan dalam menggunakan layanan Grab Unlimited. Dalam membedah alur komunikasi tersebut, penelitian ini mengacu pada konsep Stimulus-Organism-Response (SOR) serta model AISAS (Attention, Interest, Search, Action, Share). Di sini, terpaan iklan diposisikan sebagai stimulus yang memicu proses internal pada audiens hingga akhirnya melahirkan tindakan nyata berupa keputusan penggunaan layanan sebagai respon akhir. Secara metodologis, penelitian ini menggunakan pendekatan kuantitatif dengan menyebar survei kepada 96 responden yang merupakan mahasiswa aktif Fakultas Ilmu Komunikasi Universitas Mercu Buana Jakarta. Pemilihan sampel dilakukan melalui teknik purposive sampling untuk dapat memastikan data yang diambil relevan dengan kriteria pengguna media sosial. Data yang terkumpul kemudian diuji menggunakan analisis regresi linier sederhana. Hasil temuan di lapangan membuktikan adanya pengaruh yang signifikan terhadap intensitas terpaan iklan dengan keputusan penggunaan layanan, yang ditunjukkan oleh nilai T hitung sebesar 11,739. Hal ini mengonfirmasi bahwa semakin efektif dan kreatif iklan yang disajikan di Reels, semakin besar pula dorongan audiens untuk menggunakan Grab Unlimited. Sebagai rekomendasi, perusahaan perlu terus mengeksplorasi kreativitas visual dan frekuensi penayangan yang tepat guna menjaga loyalitas konsumen di tengah persaingan industri teknologi yang semakin ketat. The phenomenon of rapid development of information technology that changes the way companies interact with their audience. One of the most prominent is the use of Instagram Reels as a digital promotion channel. The main focus of this study was to examine the extent to which Grab's ads titled #GAKKELARHEMATNYA on Instagram Reels were able to influence decisions in using Grab Unlimited services. In dissecting the communication flow, this study refers to the concept of StimulusOrganism-Response (SOR) and the AISAS (Attention, Interest, Search, Action, Share) model. Here, exposure to advertising is positioned as a stimulus that triggers internal processes in the audience until it finally gives birth to real actions in the form of decisions to use services as the final response. Methodologically, the study used a quantitative approach by distributing a survey to 96 respondents who were active students of the Faculty of Communication Sciences, Mercu Buana University, Jakarta. The sample selection was carried out through purposive sampling techniques to ensure that the data taken was relevant to the criteria of social media users. The collected data was then tested using simple linear regression analysis. The findings in the field prove that there is a significant influence between the intensity of advertising exposure and the decision to use the service, which is shown by the calculated T value of 11.739. This confirms that the more effective and creative the ads presented on Reels, the greater the audience's motivation to use Grab Unlimited. As a recommendation, companies need to continue to explore visual creativity and the right viewing frequency to maintain consumer loyalty amid increasingly fierce competition in the tech industry.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44321010092
Uncontrolled Keywords: Pengaruh, Terpaan, Iklan, Grab, AISAS
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 > 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 > 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: Haqi ar rachma nur
Date Deposited: 02 Apr 2026 03:51
Last Modified: 02 Apr 2026 03:51
URI: http://repository.mercubuana.ac.id/id/eprint/101366

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