Arniessa, Attania Dwi (2023) Pengaruh AIDA (Attention, Interest, Desire, Action) Terhadap Efektivitas Iklan Online (Survey Pada Pembeli Produk di Shopee di Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to determine whether there is an influence of AIDA (Attention, Interest, Desire, and Action) on the Effectiveness of Online Advertising for product buyers on the Shopee application in Surabaya City. The type of research conducted in this study is quantitative, with the data collection technique using a questionnaire. The population in this study is the Surabaya community who have purchased products on the Shopee application. The sample size used in this study is 100 respondents. The sampling technique used in this research is Purposive Sampling with criteria for Shopee consumer buyers residing in Surabaya, aged at least 17 years, and have purchased products at least 2 times. Data analysis technique uses Statistical Program for Social Science (SPSS) version 25 software. The results of this study indicate that the AIDA model (Attention, Interest, Desire, and Action) influences the Effectiveness of Online Advertising for Shopee product purchases in Surabaya City. Attention does not influence the Effectiveness of Online Advertising. Interest influences the Effectiveness of Online Advertising. Desire does not influence the Effectiveness of Online Advertising. Action influences the Effectiveness of Online Advertising. Keywords: AIDA, Online Advertising, Advertising
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Attania Dwi Arniessa | ||||||||
| Date Deposited: | 02 Feb 2024 07:03 | ||||||||
| Last Modified: | 02 Feb 2024 07:03 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/20871 |
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