Soedarjono, Agus Anugrah Abadi (2024) PENGARUH TERPAAN IKLAN SHOPEE SPAYLATER (BELI SEKARANG BAYAR NANTI) DI YOUTUBE TERHADAP MINAT BELI PRODUK SHOPEE PADA MAHASISWA DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research is motivated by the increasing prevalence of "online lending app debt collection" phenomenon and the frequent appearance of Shopee SPayLater advertisements on YouTube. Shopee is the only e-commerce platform vigorously promoting its PayLater feature through advertising campaigns. Advertisement exposure can be defined as the act of perceiving, observing, and reading media messages or having experiences and paying attention to these messages, which may occur among individuals or groups. Continuous exposure to advertisements can also generate a desire and interest in using the advertised product, particularly advertisements on YouTube. Purchase interest represents the intrinsic attraction of consumers to a product, often driven by the pursuit of additional information. The purpose of this research is to investigate the extent of the influence of exposure to Shopee SPayLater advertisements on YouTube on the purchase interest of Shopee products. The research methodology employed is a survey method distributed to 100 sample respondents. The results of this study indicate a significant influence of exposure to Shopee SPayLater advertisements on the purchase interest in Shopee products, accounting for 77.4%, while the remaining 22.6% is influenced by unexamined variables not addressed in this study.
| Item Type: | Thesis (Undergraduate) | ||||||||||||||||
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| Subjects: | H Social Sciences > HF Commerce | ||||||||||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||||||||||
| Depositing User: | Agus Anugrah Abadi Soedarjono | ||||||||||||||||
| Date Deposited: | 22 Jan 2024 01:12 | ||||||||||||||||
| Last Modified: | 22 Jan 2024 01:12 | ||||||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/20231 |
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