Alvi Octavian Jeremia, - (2019) PENGARUH IKLAN TOKOPEDIA “MULAI AJA DULU” DALAM MEDIA SOSIAL YOUTUBE TERHADAP BRAND AWARENESS PERUSAHAAN : Studi Survei Pada Penonton Iklan Tokopedia Di Cimahi. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Tokopedia merupakan merupakan online marketplace yang memungkinkan setiap individu dan pemilik bisnis di Indonesia membuka dan mengelola toko online mereka secara mudah dan bebas biaya. Perusahaan melakukan publikasi melalui iklan di Youtube dalam memperkenalkan layanan tersebut. Namun tidak hanya dari iklan social media saja khalayak mengetahui Tokopedia melainkan dari teman dan televisi. Bahkan brand awareness khalayak terhadap Tokopedia masih kurang terbukti walaupun jumlah pengguna di Indonesia cukup banyak. Berdasarkan permasalahan tersebut, maka diadakan penelitian mengenai Pengaruh Iklan Tokopedia “Mulai Aja Dulu” Dalam Media Sosial Youtube Terhadap Brand Awareness Perusahaan (Studi Survei Pada Penonton Iklan Tokopedia Di Cimahi). Tujuan dari penelitian ini adalah untuk mengetahui adanya pengaruh iklan social media Youtube yang terdiri dari isi pesan, daya tarik, dan intensitas penayangan terhadap brand awareness Tokopedia. Sehingga teori yang digunakan pada penelitian ini adalah teori S-O-R, dimana stimulus dapat mengubah respon yaitu iklan social media Youtube dapat meningkatkan brand awareness khalayak. Penelitian ini menggunakan pendekatan kuantitatif metode survei eksplanatif menggunakan angket sebagai alat pengumpul data. Penelitian ini dilaksanakan di Kota Cimahi dengan jumlah responden 100 orang. Hasil penelitian menunjukkan bahwa iklan media social Youtube yang terdiri dari isi pesan, daya tarik dan intensitas penayangan secara simultan berpengaruh positif terhadap brand awareness Tokopedia. Kata Kunci : Tokopedia, Iklan Youtube, Isi Pesan, Daya Tarik, Intensitas Penayangan, Brand awareness ------- Tokopedia is an online marketplace that allows every individual and business owner in Indonesia to open and manage their online store easily and free of charge. The company publishes through advertisements on Youtube in introducing these services. But not only from social media advertisements, audiences know Tokopedia but from friends and television. Even the brand awareness of the audience towards Tokopedia is still not proven even though the number of users in Indonesia is quite large. Based on these problems, a study was conducted on the Effect of Tokopedia Ads "Starting First Time" on Youtube Social Media on Corporate Brand Awareness (Survey Study on Tokopedia Ad Viewers in Cimahi). The purpose of this study was to determine the influence of Youtube social media ads which consisted of message content, attractiveness, and intensity of exposure to Tokopedia brand awareness. So the theory used in this study is the theory of S-O-R, where stimulus can change the response, namely Youtube social media advertising can increase the brand awareness of the audience. This study uses a quantitative approach with an explanatory survey method using a questionnaire as a data collection tool. This research was conducted in Cimahi City with 100 respondents. The results showed that Youtube social media ads consisting of message content, attractiveness and intensity of impressions simultaneously had a positive effect on Tokopedia brand awareness. Keywords: Tokopedia, Youtube Ads, Content, Advertising Appeal, The Intensity of Views, Brand awareness
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Tokopedia, Iklan Youtube, Isi Pesan, Daya Tarik, Intensitas Penayangan, Brand awareness |
| Subjects: | H Social Sciences > H Social Sciences (General) L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi |
| Depositing User: | Alvi Octavian Jeremia |
| Date Deposited: | 17 Jul 2020 07:45 |
| Last Modified: | 17 Jul 2020 07:45 |
| URI: | http://repository.upi.edu/id/eprint/43823 |
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