Peran iklan mini drama ada apa dengan cinta ii dalam proses pengambilan keputusan pengguna line dalam mengunduh fitur find alumni

Grikanandini, Karnika (2016) Peran iklan mini drama ada apa dengan cinta ii dalam proses pengambilan keputusan pengguna line dalam mengunduh fitur find alumni. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Globalisasi dalam kehidupan manusia dapat ditandai dengan hadirnya kemajuan berbagai bidang teknologi. Hadirnya internet dalam kegiatan komunikasi manusia melahirkan aplikasi-aplikasi chatting yang dapat memudahkan masyarakat berkomunikasi. Hadirnya berbagai macam jenis aplikasi chatting membuat perusahaan penyedia layanan aplikasi chatting terus berlombalomba untuk menyediakan nilai lebih agar masyarakat memilih aplikasi mereka dibandingkan aplikasi lainnya. Aplikasi chatting LINE membuat sebuah fitur bernama Find Alumni untuk menarik semakin banyak masyarakat untuk menggunakan aplikasi LINE untuk chatting. Untuk memasarkan fitur Find Alumni ini, LINE Indonesia membuat sebuah iklan bernama iklan mini drama AADC II. Dalam penelitian ini, peneliti akan menggali secara mendalam mengenai bagaimana peran iklan mini drama AADC II dalam proses pengambilan keputusan pengguna LINE dalam mengunduh fitur Find Alumni. Masalah penelitian ini akan dianalisa dan dibahas menggunakan konsep Hierarchy of Effects Models dengan pendekatan kualitatif. Peneliti akan menjabarkan proses pengguna LINE dari pertama kali menyaksikan iklan mini drama AADC II sampai akhirnya memutuskan untuk melakukan kegiatan pengunduhan fitur Find Alumni. Teknik pengumpulan data yang dilakukan adalah dengan cara melakukan wawancara mendalam terhadap enam informan. Melalui penelitian ini, didapatkan hasil bahwa setiap informan umumnya melewati proses yang dimulai dari awareness-knowledge-liking-preferenceconviction-purchase. Walaupun memang ada kasus tertentu yang membuat informan tidak melewati ke enam tahap tersebut. / Globalization in human’s life can be marked with the progress of technology. The role of internet in human’s communication is it created chatting applications. Having a lot of chatting application in humans life trigger the chatting application company to create an innovation so that people would chose their application instead of other application. LINE made a new feature called Find Alumni to grab people’s attention. To market this Find Alumni feature, LINE Indonesia create an advertisement called the mini drama of AADC II advertisement. In this research, researchers would try to know the role of mini drama AADC II advertisement in the process of LINE users to download Find Alumni feature. The problem in this research will be analyzed with the concept of Hierarchy of Effects Models with qualitative approach. Researchers will define the process from the first time LINE users saw this advertisement until they finally decided to download Find Alumni feature. Researchers gathered the data by doing an in-depth interview with six informants. By this research, there is a result that generally, every informant go through the six processes. However, there is a special case where informant did not pass through the six part of the processes.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Grikanandini, KarnikaNIM04120120003KARNIKA.GRIKANANDINI@GMAIL.COM
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorDwihadiah, Desideria LumonggaNIDN0302116901UNSPECIFIED
Thesis advisorGinting, Magdalena LestariNIDN0330088502UNSPECIFIED
Uncontrolled Keywords: fitur find alumni ; aplikasi line ; hierarchy of effects ; keputusan pembelian
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 17 not found.
Date Deposited: 04 Oct 2018 06:59
Last Modified: 29 Jul 2020 06:58
URI: http://repository.uph.edu/id/eprint/960

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