Permadi, Dimas Satria (2019) PENGARUH TERPAAN IKLAN SHOPEE “BLACKPINK” PADA MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BELI MASYARAKAT DI SURABAYA. Undergraduate thesis, UPN"VETERAN" JATIM.
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Abstract
Interest in buying can also arise if a consumer feels very interested in various information about the product obtained through advertising, the experience of people who have used it, and the urgent needs of a product. Incessant promotions and advertisements by Shopee, apparently still unable to compete with competitors who are also engaged in ecommerce. In addition to being unable to compete, Shopee also experienced problems with her adverts which were reprimanded by the Indonesian Broadcasting Commission. Therefore the purpose of this study is to determine the effect of exposure to Shopee "Blackpink" ads on social media Instagram on the buying interest of the people of Surabaya. In this study, the research approach carried out by researchers is quantitative research. The population to be examined in this study are Shopee users who reside in the Surabaya city area of men and women aged 17 years to 40 years, with the total sample in this study as many as 100 respondents from the entire Surabaya community. The test was conducted using simple regression analysis using SPSS software. From the analysis carried out in a study entitled the effect of shopper advertising "blackpink on" Instagram social media on the buying interest of Surabaya people, it can be concluded that advertising exposure has a fairly high influence on buying interest that is equal to 51.1%. This happens because of the high frequency and duration of shopee ads seen by consumers who will be potential customers of products sold at shopee. Another thing that can influence buying interest is the price factor, type of product. Keywords: Shopee ad exposure, Blackpink, Purchase Interest
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Mujari Mujari | ||||||||
| Date Deposited: | 04 Apr 2022 03:11 | ||||||||
| Last Modified: | 04 Apr 2022 03:11 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/1482 |
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