Moblala, Yoscelin Monica (2024) Efektivitas pesan iklan Youtube Gojek jaminan saldo kembali = Effectiveness of Gojek's Youtube advertising message jaminan saldo kembali. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Kemajuan teknologi yang kian pesat memaksa para perusahaan untuk dapat berpikir lebih kreatif supaya iklan dalam perusahaan mereka dapat menjangkau masyarakat luas. Salah satu cara yang mereka gunakan adalah memasang iklan menggunakan media sosial seperti melalui Instagram, YouTube, dan TikTok. Seperti yang dilakukan oleh perusahaan Gojek Indonesia. Perusahaan Gojek Indonesia memasang iklan di platform media sosial YouTube bertajuk iklan Jaminan Saldo Kembali. Dalam iklan tersebut, Gojek Indonesia berusaha menjangkau khalayak dengan menyajikan isi dan ilustrasi yang menarik dalam iklannya. Penelitian ini berfokus untuk melihat efektivitas dari pesan iklan YouTube Gojek Jaminan Saldo Kembali, dengan memanfaatkan model AIDA. Penelitian ini menggunakan metode kuantitatif deskriptif dengan instrumen kuesioner. Data primer penelitian ini didapatkan dari kuesioner dengan teknik non probability purposive sampling yang kemudian disebarkan pada 100 responden. Hasil yang ditemukan dalam penelitian ini, ditemukan bahwa iklan YouTube Gojek Jaminan Saldo Kembali memiliki efektivitas yang tinggi. Dimensi yang memiliki peran terbesar dalam tingginya efektivitas pesan iklan tersebut adalah dimensi Attention, dan Desire. Dengan demikian, dapat disimpulkan iklan YouTube Gojek Jaminan Saldo Kembali memiliki efektivitas pesan iklan yang besar./The increasingly rapid advances in technology force companies to think more creatively so that advertising within their company can reach the wider community. One of the methods they use is to place advertisements using social media such as Instagram, YouTube, and TikTok. As is done by the Indonesian Gojek company. The Indonesian Gojek company placed an advertisement on the YouTube social media platform entitled Jaminan Saldo Kembali advertisement. In this advertisement, Gojek Indonesia tries to reach the audience by presenting interesting content and illustrations in its advertisement. This research focuses on looking at the effectiveness of Gojek's YouTube advertising message, Jaminan Saldo Kembali, by utilizing the AIDA model. This research uses a quantitative descriptive method with a questionnaire instrument. The primary data for this research was obtained from a questionnaire using a non-probability purposive sampling technique which was then distributed to 100 respondents. The results found in this research, it was found that the YouTube Gojek Jaminan Saldo Kembali advertisement had high effectiveness. The dimensions that have the biggest role in the effectiveness of the advertising message are the Attention and Desire dimensions. Thus, it can be concluded that the YouTube Gojek Jaminan Saldo Kembali advertisement has great advertising message effectiveness.
| Item Type: | Thesis (Bachelor) | ||||||||||||
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| Uncontrolled Keywords: | iklan ; efektivitas pesan iklan ; media sosial ; Youtube; advertising; effectiveness of advertising messages; social media; Youtube. | ||||||||||||
| Subjects: | H Social Sciences > HM Sociology > HM 1201-1216 Communication | ||||||||||||
| Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science (Distance Education Program) Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science (Distance Education Program) |
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| Depositing User: | YOSCELIN MONICA MOBLALA | ||||||||||||
| Date Deposited: | 31 Jan 2024 03:05 | ||||||||||||
| Last Modified: | 31 Jan 2024 03:05 | ||||||||||||
| URI: | http://repository.uph.edu/id/eprint/61155 |
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