Wulandari, Dwi (2024) PENGARUH IKLAN LAZADA DI MEDIA LUAR RUANG DENGAN TAGLINE “PENGIRIMAN CEPAT GRATIS ONGKIR” TERHADAP MINAT BELI USER PERIODE TAHUN 2023. S1 thesis, Universitas Mercu Buana - Menteng.
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (Cover)
44318110004 - DWI WULANDARI - COVER - Dwi Wulandari.pdf Download (3MB) |
|
Text (Abstrak)
44318110004 - DWI WULANDARI - ABSTRAK - Dwi Wulandari.pdf Download (1MB) |
|
Text (Bab 1)
44318110004 - DWI WULANDARI - BAB I - Dwi Wulandari.pdf Restricted to Registered users only Download (2MB) |
|
Text (Bab 2)
44318110004 - DWI WULANDARI - BAB II - Dwi Wulandari.pdf Restricted to Registered users only Download (2MB) |
|
Text (Bab 3)
44318110004 - DWI WULANDARI - BAB III - Dwi Wulandari.pdf Restricted to Registered users only Download (2MB) |
|
Text (Bab 4)
44318110004 - DWI WULANDARI - BAB IV - Dwi Wulandari.pdf Restricted to Registered users only Download (4MB) |
|
Text (Bab 5)
44318110004 - DWI WULANDARI - BAB V - Dwi Wulandari.pdf Restricted to Registered users only Download (1MB) |
|
Text (Daftar Pustaka)
44318110004 - DWI WULANDARI - DAFTAR PUSTAKA - Dwi Wulandari.pdf Restricted to Registered users only Download (1MB) |
|
Text (Lampiran)
44318110004 - DWI WULANDARI - LAMPIRAN - Dwi Wulandari.pdf Restricted to Registered users only Download (2MB) |
|
Text (Lembar Keabsahan)
Form Pernyataan Keaslian dan Persetujuan Unggah dan Publikasi Tugas Akhir_revisi2 - Dwi Wulandari.pdf Restricted to Repository staff only Download (1MB) |
Abstract
Lazada sebagai salah satu aplikasi e-commerce berupaya untuk menarik minat beli konsumen maka dilakukan beragam cara pemasaran. Lazada juga seringkali memberikan berbagai promo serta diskon dengan potongan harga murah dan penawaran-penawaran lainnya yang mampu menarik minat konsumen. Pemilihan Lazada pada penelitian ini karena minat beli user pada Lazada dinilai menurun dibandingkan pesaingnya yaitu Shopee dan Tokopedia. Padahal kedua e-commerce tersebut sebagai pendatang baru. Sehingga penting bagi Lazada untuk membuat iklan yang dapat menjadi daya tarik user. Tujuan penelitian ini antara lain untuk mengetahui pengaruh tangline iklan Lazada di Media luar ruang dengan tagline “Pengiriman Cepat Gratis Ongkir” terhadap minat beli user. Penulis menggunakan teori komunikasi pemasaran, Integrated Marketing Communication, iklan, dan minat beli. Metode penelitian ini bersifat deskriptif kuantitatif dengan teknil sampel purposive sampling dan jumlah sampel sebanyak 100 orang. Hasil penelitian menunjukkan terdapat pengaruh tangline iklan Lazada di Media luar ruang “Pengiriman Cepat Gratis Ongkir” terhadap minat beli user sebesar 48,5% dan hasil uji hipotesis dengan nilai thitung 9,608 lebih besar dari ttabel 1,984, maka Ha diterima dan Ho ditolak.. Lazada, as an e-commerce application, tries to attract consumer buying interest, so it uses various marketing methods. Lazada also often provides various promotions and discounts with low prices and other offers that can attract consumer interest. Lazada was chosen in this research because users' buying interest in Lazada was considered to have decreased compared to its competitors, namely Shopee and Tokopedia. Even though both e-commerce are new entrants. So it is important for Lazada to create advertisements that can attract users. The aim of this research is to determine the influence of the Lazada advertising tangline on outdoor media "Fast Delivery, Free Shipping" on purchasing interest. The author uses marketing communication theory, Integrated Marketing Communication, advertising, and purchasing interest. This research method is descriptive quantitative with a purposive sampling technique and a sample size of 100 people. The research results show that there is an influence of the Lazada advertising tangline on outdoor media "Fast Delivery, Free Shipping" on user buying interest of 48.5% and the results of the hypothesis test with a value of t count 9.608 is greater than t table 1.984, so Ha isaccepted and Ho is rejected.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44318110004 |
| Uncontrolled Keywords: | Tagline Iklan, Minat beli user, Lazada Advertising Tagline, User buying interest, Lazada |
| 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 |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | NAYLA AURA RAYANI |
| Date Deposited: | 06 May 2024 04:59 |
| Last Modified: | 06 May 2024 05:12 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/87051 |
Actions (login required)
 |
View Item |
