PENGARUH DAYA TARIK RASIONAL DAN EMOSIONAL IKLAN YOUTUBE LINE ‘HARI PERTAMA KERJA’ TERHADAP MINAT MENGGUNAKAN LINE FOR PC

Sholehah, Nida Amalia (2016) PENGARUH DAYA TARIK RASIONAL DAN EMOSIONAL IKLAN YOUTUBE LINE ‘HARI PERTAMA KERJA’ TERHADAP MINAT MENGGUNAKAN LINE FOR PC. Other thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu

Abstract

Berdasarkan data yang dilansir dari Google Indonesia, pertumbuhan pengguna YouTube di Indonesia di tahun 2015 sebesar 600% dan pertumbuhan durasi menonton sebesar 130%. Implikasi pertumbuhan tersebut mendasari LINE Indonesia dalam menghadirkan iklan YouTube ‘Hari Pertama Kerja’sebagai sarana promosinya terkait LINE for Work. Terkait promosi LINE for Work, LINE memperkenalkan tiga fitur terbarunya yaitu LINE for PC, LINE Group Call dan LINE Today.Pada iklan YouTube LINE ‘Hari Pertama Kerja’ yang berdurasi 3 menit 7 detik, terkandung daya tarik yang dihadirkan untuk mencapai tujuan iklan, yaitu daya tarik rasional dan daya tarik emosional. Penelitian ini bertujuan untuk meneliti pengaruh daya tarik rasional dan daya tarik emosional iklan YouTube LINE ‘Hari Pertama Kerja’ terhadap minat menggunakan LINE for PC. Penelitian menggunakan pendekatan kuantitatif eksplanatif dengan menggunakan rumus Slovin (tingkat kesalahan sebesar 10%) untuk menentukan besaran sampel yang akan digunakan dalam penelitian. Kuesioner dibagikan secara online kepada 100 orang dengan menggunakan skala semantic differential 5 poin berdasarkan tingkatan positif-negatif untuk mengukur 12 indikator dari variabel bebas, daya tarik rasional dan emosional, dan variabel terikat, minat menggunakan dengan menggunakan model AIDA. Hasil penelitian menunjukan bahwa berdasarkan tabel uji koefesien determinasi, nilai R square (R2) yang diperoleh sebesar 57%. Hal ini menunjukkan bahwa 57% variabel Daya Tarik Rasional dan Daya Tarik Emosional berpengaruh terhadap minat menggunakan LINE for PC. Sedangkan sisanya, sebanyak 43% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini ;--- Google Indonesia reported the growth of YouTube user in Indonesia by data in 2015 amounting to 600% and duration of spending watched YouTube content growth to 130%. In case of the growth, LINE Indonesia presents a YouTube advertising 'Hari Pertama Kerja' to promote the newest program titled ‘LINE for Work’. The promotion introduces its newest features: LINE for PC, LINE Group Call and LINE Today. There’s two creative appeals that contained in YouTube advertising LINE 'Hari Pertama Kerja' which lasts about 3 minutes 7 seconds to achieve the purpose of advertising, rational appeals and emotional appeals. The research aims to examine the influence of rational and emotional appeal in YouTube advertising LINE 'Hari Pertama Kerja' towards the interest using LINE for PC. This research uses quantitative approach with Slovin’s formula (10% error rate) to pick sum of sample that would be used in this research. Based from those formulas, the sample that used in this research is 100 people. The questionnaire was distributed online to 100 people using the 5 points semantic differs from positive to negative levels to measure 12 indicators of variables of rational and emotional appeals, and variable of interest using LINE for PC by an AIDA model. The results take from the coefficient of determination that showed the value of R square (R2) obtained 57%. It’s meant that 57% rational and emotional appeals influences the attraction of interest using LINE for PC. While 43% are influenced by other factors that not examined in this research.

Item Type: Thesis (Other)
Additional Information: No Panggil : S IKOM SHO p-2016 ; Pembimbing : I. Cepi Riyana II. Heri Diyah Sehyorini
Uncontrolled Keywords: Daya Tarik Rasional, Daya Tarik Emosional, Minat Menggunakan, Iklan YouTube, Model AIDA , Rational Appeals, Emotional Appeals, AIDA Models, YouTube Advertising
Subjects: H Social Sciences > HF Commerce
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi
Depositing User: Mr mhsinf 2017
Date Deposited: 12 Oct 2017 03:10
Last Modified: 12 Oct 2017 03:10
URI: http://repository.upi.edu/id/eprint/26709

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