SASOTYADENO, NAUFAL (2023) MINAT BELI KONSUMEN TERPAPAR IKLAN TOKOPEDIA WAKTU INDONESIA BELANJA DI YOUTUBE (Studi Deskriptif terhadap Warga Griya Melati Bogor Tahun 2022). S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Tokopedia merupakan e-commerce paling banyak diakses di Indonesia. Di masa pandemi 2021, Total pengunjung Tokopedia adalah 158,1 juta. Sebagai salah satu e-commerce terbesar, Tokopedia dapat membantu masyarakat untuk memenuhi kebutuhan pada masa transisi Covid-19. Tokopedia memiliki iklan bertajuk Tokopedia Waktu Indonesia Belanja (WIB) yang digunakan untuk menarik minat beli konsumen di berbagai platform digital, salah satunya YouTube. Konsep penelitian ini adalah minat beli yang terdiri dari minat eksploratif, minat preferensial, minat referensial dan minat beli transaksional. Penelitian ini bertujuan untuk mengetahui seberapa besar minat beli konsumen pada warga Griya Melati setelah melihat iklan Tokopedia WIB dengan menggunakan variabel minat beli meliputi minat beli transaksional, minat beli referensial, minat beli preferensial dan minat beli eksploratif. Metode yang digunakan adalah analisis deskriptif dengan jenis data kuantitatif. Pengukurannya menggunakan skala Likert. Penulis menyebarkan kuesioner kepada 87 responden di Griya Melati Kota Bogor. Hasil dari penelitian ini adalah minat beli khususnya pada dimensi minat eksploratif memiliki persentase terbesar, yaitu 73,15%. Hal itu menandakan bahwa minat eksploratif warga Griya Melati merupakan dimensi minat beli paling tinggi yang didorong oleh faktor promosi. Kata kunci: minat beli, konsumen, iklan Tokopedia, YouTube, Tokopedia WIB. Tokopedia is the most accessed e-commerce in Indonesia. During the 2021 pandemic, the total number of Tokopedia visitors was 158.1 million. As one of the largest e-commerce sites, Tokopedia can help people meet their needs during the Covid-19 transition. Tokopedia has an advertisement titled Tokopedia Waktu Indonesia Belanja (WIB) which is used to attract consumer interest on various digital platforms, one of which is YouTube. The concept of this research is buying interest which consists of explorative interest, preferential interest, referential interest, and transactional buying interest. This study aims to find out how much consumer buying interest is among Griya Melati residents after seeing Tokopedia WIB advertisements by using purchase intention variables including transactional buying interest, referential buying interest, preferential buying interest and explorative buying interest. The method used is descriptive analysis with quantitative data types. The measurement uses a Likert scale. The author distributed questionnaires to 87 respondents at Griya Melati, Bogor City. The results of this study are buying interest, especially in the explorative interest dimension which has the largest proportion, namely 73.15%. This indicates that the explorative interest of Griya Melati residents is the highest dimension of purchase interest driven by promotional factors. Keywords: buying interest, consumers, Tokopedia ads, YouTube, Tokopedia WIB.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44320110030 |
| Uncontrolled Keywords: | Keywords: buying interest, consumers, Tokopedia ads, YouTube, Tokopedia WIB. Kata kunci: minat beli, konsumen, iklan Tokopedia, YouTube, Tokopedia WIB. |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | SITI NOVI NUR CAHYANI |
| Date Deposited: | 25 Mar 2023 03:24 |
| Last Modified: | 25 Mar 2023 03:24 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/75461 |
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