REINIER, KEVIN (2021) ANALISIS PENGARUH BROADCAST SMS ADVERTISING OLEH PT INDOSAT TERHADAP SIKAP DAN KETERTARIKAN KONSUMEN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Advances in technology and changes in consumer behavior have led to various variations of new media to advertise products to consumers. If previously marketers were more focused on traditional marketing, the changes that have occurred require marketers to be more oriented towards the times. One of the new ways to advertise products is by using short messages (SMS) via cellular phones (cell phones). This study aims to determine whether there is an effect of entertainment, informativeness, irritation, and credibility in Broadcast SMS Advertising by PT Indosat on consumer interest or interest. The sampling technique used in this study is non-probability sampling. The results showed that entertainment and informativeness had a positive and significant effect on consumer interest, and irritation had a negative and insignificant effect on consumer interest and credibility had a positive and significant effect on consumer interest. The suggestions in this study, namely: Enertainment SMS Broadcasting should continue to be improved in properly combining elements of entertainment, informativeness and credibility while still controlling the irritation factor so as not to overdo it. Indosat companies should continue to pay attention to the booming trend among the people who are their potential customers. The use of topics or trends that are currently being discussed, such as humor that is being discussed, has an SMS broadcast that has increased users, in Indosat advertisements it will make it easier for these advertisements and the messages contained therein to be accepted and understood by consumers. And Indosat must follow up on broadcast SMS such as the realization of the promos offered and the ease of requirements to get the promo, so that the impact of advertising via SMS Broadcasting does not only lead to consumer interest, but can become a trigger and basis for consumers to make purchases. sustainable. In addition, the followup of advertisements via SMS Broadcasting if it is further enhanced will lead to satisfaction in consumers who have bought or used Indosat's products. KeyWord: Entertainment, Informativeness, Irritation, Credibility Kemajuan teknologi dan perubahan perilaku konsumen memunculkan berbagai variasi media baru untuk mengiklankan produk pada konsumen. Jika sebelumnya pemasar lebih memfokuskan pada pemasaran tradisional, perubahan yang terjadi mengharuskan pemasar lebih berorientasi pada perkembangan zaman. Salah satu cara baru dalam mengiklankan produk adalah menggunakan pesan singkat (SMS) melalui telepon seluler (ponsel). Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh entertainment, informativeness, irritation, dan credibility dalam Broadcast SMS Advertising oleh PT.Indosat terhadap ketertarikan atau minat konsumen. Teknik sampling yang digunakan dalam penelitian ini adalah nonprobability sampling. Hasil penelitian menunjukkan bahwa entertinment dan informativeness berpengaruh positif dan signifikan terhadap minat konsumen, dan irritation berpengaruh negatif dan tidak signifikan terhadap minat konsumen serta credibility berpengaruh positif dan signifikan terhadap minat konsumen. Adapun saran dalam penelitian ini, yakni :Enertainment SMS Broadcasting hendaknya terus ditingkatkan dalam menggabungkan unsur entertainment, informativeness dan credibility secara tepat dengan tetap mengontrol faktor irritation agar tidak berlebihan. Perusahaan Indosat hendaknya terus memperhatikan trend yang sedang booming dikalangan masyarakat yang menjadi pelanggan pontensialnya. Penggunaan topik atau trend yang sedang hangat dibicarakan, seperti humor yang sedang banyak diperbincangkan memiliki SMS broadcast yang memiliki peningkatan pengguna, dalam iklan Indosat akan memudahkan iklan tersebut dan pesan yang terkandung didalamnya diterima serta dimengerti oleh konsumennya. Dan Indosat harus melakukan tindak lanjut dari SMS broadcast seperti realisasi dari promo yang ditawarkan dan kemudahan persyaratan untuk mendapatkan promo tersebut, sehingga dampak dari iklan melalui SMS Broadcasting ini tidak hanya berujung pada terciptanya minat konsumen, tetapi dapat menjadi pemicu serta dasar bagi konsumen untuk melakukan pembelian berkelanjutan. Selain itu, tindak lanjut dari iklan melalui SMS Broadcasting apabila lebih ditingkatkan akan menimbulkan kepuasan dalam diri konsumen yang telah membeli atau menggunakan produk Indosat tersebut. Kata Kunci : Entertainment, Informativeness, Irritation, Credibility
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 41616120057 |
| Uncontrolled Keywords: | Entertainment, Informativeness, Irritation, Credibility |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 158 Applied Psychology/Psikologi Terapan 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 158 Applied Psychology/Psikologi Terapan > 158.1 Personal Improvement and Analysis/Perbaikan Pribadi, Penghidupan yang Sukses |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | ELMO ALHAFIIDH PUTRATAMA |
| Date Deposited: | 02 Oct 2023 06:58 |
| Last Modified: | 02 Oct 2023 06:58 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/81762 |
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