Efektivitas iklan toko kue Endorphins melalui media sosial instagram

Jaman, Servasius Standiman (2021) Efektivitas iklan toko kue Endorphins melalui media sosial instagram. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Berkembangnya media sosial saat ini ditengah kehidupan masyarakat, menunjukan wujud era keterbukaan informasi. Kemajuan teknologi menggambarkan sudah tidak ada lagi batasan ruang bagi masyrakat untuk mengakses dan mendapatkan informasi. Kehadiran internet menjadi jembatan untuk membangun komunikasi dan untuk melakukan berbagai macam kegiatan dengan sangat mudah. Salah satu media sosial yang sangat disukai dan sangat popular adalah media sosial Instagram.Pada penelitian ini untuk mengetahui dan melihat seberapa efektivitas iklan dari toko kue Endorphins melalui media Instagram terhadap followers @endorphis.id, jenis penelitiannya adalah kuantitatif deskriptif dengan menggunakan konsep AIDA. Data primer dan data sekunder adalah sumber datanya. Teknik pengumpulan data yang digunakan adalah data kuantitatif dan datanya didapati melalui kuisioner online yang diberikan kepada follower @endorphins.id. Dari hasil, penelitian ini variabel Attention memiliki kategori sangat efektif/sangat tinggi dengan nilai rata-rata frekuensi 3,05. Sedangkan variabel Interest memiliki kategori efektivitas yang cenderung lebih rendah dari variabel lainnya dengan nilai rata-rata 2,5. / The development of social media in the current community shows traits of a transparent information sharing. The evolution of technology has led to the freedom for users to access and gain information. The Internet becomes a bridge to build communication and accomplish other tasks with relative ease. One popular social media is Instagram. This research aims to find how effective are the advertisements made to promote the Endorphins Bakery and their product through the use of instagram. the research uses quantitative and descriptive analysis using the AIDA concept. the source of the data is the primaty and secondary data. the method of data collection used is quantitative in nature and is obtained by questionnaire/survey distributed to followers of @endorphins.id. From the results, the attention variable is categorised as being very effective with an average frequency of 3,05. While the interest variable is categorised relatively lower than other variables, scoring an average of 2,5

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