LUTHFIE, KIAGUS RAYHAN MUHAMMAD (2023) EFEKTIVITAS IKLAN TEH ICHI OCHA VERSI "WACANA FOREVER" DI MEDIA SOSIAL YOUTUBE. S1 thesis, Universitas Mercu Buana.
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Abstract
YouTube is expected to be able to effectively increase consumer attention, interest, searches, actions and experience sharing towards brands that advertise. The purpose of this study was to find out how effective the use of The Ichi Ocha Youtube social media is. The variable used by researchers in this study is the advertising variable. The method used in this research is a quantitative research method which is a survey. Data collection techniques using questionnaires. The population in this study were viewers of ichi ocha tea advertisements of 1,500,000 viewers and the sample used was 100 people. The results of the study show that Youtube social media is effective in changing consumption behavior. This means that if social media is active it will increase better consumpution behavior towards brands. Keywords: Marcomm, Advertising, Advertising, Ichi Ocha Tea, Consumption Behavior, Youtube Youtube diharapkan mampu secara efektif meningkatkan atensi, minat, pencarian, tindakan, dan pembagian pengalaman dari konsumen terhadap brand yang mengiklankan. Tujuan dalam penelitian ini adalah untuk mengetahui sejauh mana efektivitas penggunaan media sosial Youtube The Ichi Ocha. Variabel yang digunakan peneliti dalam penelitian ini adalah variabel iklan. Metode yang digunakan dalam penelitian ini adalah metode penelitian kuantitatif yang bersifat survey. Tehnik pengumpulan data dengan menggunakan kuisioner. Populasi dalam penelitian ini adalah Penonton iklan Teh ichi ocha sebanyak 1.500.000 viewers dan sampel yang digunakan sebanyak 100 orang. Hasil penelitian menunjukkan bahwa media sosial Youtube efektif dalam merubah perilaku konsumsi. Artinya apabila media sosial aktif maka akan meningkatkan perilaku konsumsi yang lebih baik terhadap brand. Kata Kunci : Marcomm, Advertising, Iklan, Teh Ichi Ocha, Perilaku Konsumsi, Youtube
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PKP. 23 064 |
| NIM/NIDN Creators: | 44316110095 |
| Uncontrolled Keywords: | Marcomm, Advertising, Iklan, Teh Ichi Ocha, Perilaku Konsumsi, Youtube |
| Subjects: | 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: | CALVIN PRASETYO |
| Date Deposited: | 10 Nov 2023 02:55 |
| Last Modified: | 10 Nov 2023 02:55 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/84099 |
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