Pengaruh terpaan iklan 'waktu indonesia belanja' tokopedia di youtube terhadap kesadaran merek tokopedia

Syahputra, Hafidzah Annissa Shafira (2023) Pengaruh terpaan iklan 'waktu indonesia belanja' tokopedia di youtube terhadap kesadaran merek tokopedia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Periklanan menjadi sesuatu yang krusial untuk perusahaan. Tidak hanya untuk mempersuasi audiens melakukan pembelian, tetapi juga untuk meningkatkan kesadaran bahwa adanya merek. Dibantu oleh perkembangan teknologi, sudah banyak platform yang tersedia untuk dimanfaatkan sebagai media penyebaran seperti Youtube. Perusahaan-perusahaan juga semakin banyak menghasilkan inovasi konten iklan sehingga dapat menarik perhatian audiens, seperti iklan ‘Waktu Indonesia Belanja’ Tokopedia. Penelitian ini fokus dalam mengkaji pengaruh terpaan iklan ‘Waktu Indonesia Belanja’ Tokopedia di Youtube terhadap kesadaran merek Tokopedia. Landasan teori yang digunakan adalah teori jarum hipodermik atau bullet theory. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan analisis data regresi linier. Berdasarkan 100 responden, hasil penelitian ini menyatakan bahwa adanya hubungan yang kuat terpaan iklan ‘Waktu Indonesia Belanja’ Tokopedia terhadap kesadaran merek Tokopedia sebesar 50,8%. Jika dilihat dari ketiga dimensi terpaan iklan, dimensi intensitas menjadi yang paling mempengaruhi kesadaran merek Tokopedia. / Advertising becomes something crucial for the company. Not only to persuade the audience to make a purchase, but also to increase brand awareness. Assisted by technological developments, there are already many platforms available to be used as media for dissemination, such as Youtube. Companies are also producing more and more innovative advertising content so that it can attract the attention of the audience, such as Tokopedia's 'Indonesian Shopping Time' ad. This study focuses on examining the effect of Tokopedia 'Time Indonesia Shopping' advertisement exposure on Youtube on Tokopedia's brand awareness. The basis of the theory used is the hypodermic needle theory or bullet theory. The method used in this study is a quantitative method with linear regression data analysis. Based on 100 respondents, the results of this study stated that there was a strong relationship between Tokopedia's 'Indonesia Shopping Time' advertisement exposure to Tokopedia's brand awareness of 50.8%. When viewed from the three dimensions of advertising exposure, the intensity dimension is the one that most influences Tokopedia's brand awareness.

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