Priscillia, Inggrid (2022) PENGARUH TERPAAN IKLAN TOKOPEDIA “FILOSOFI PETE” DI YOUTUBE TERHADAP KEPUTUSAN PEMBELIAN PRODUK UMKM KULINER OLEH MASYARAKAT SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of technology that makes the presence of the internet also brings many changes to people's lives such as the emergence of E-Commerce which makes shopping easier. One of E-Commerce is Tokopedia where in carrying out its marketing communications, Tokopedia uses the social media Youtube. The marketing communication carried out is in the form of an advertisement entitled "Pete's Philosophy". Through this advertisement, Tokopedia invites the public to use MSME products, including culinary MSME products. However, despite promoting MSME products, there are still foreign products on Tokopedia which cause MSMEs including MSMEs in the culinary sector to be unable to compete with foreign products. The formulation of the problem in this study is how the influence of exposure to Tokopedia advertisements on Youtube on the decision to purchase culinary MSME products by the people of Surabaya. This study aims to determine how the influence of exposure to the Tokopedia "Filosofi Pete" advertisement on Youtube on the decision to purchase culinary MSME products by the people of Surabaya. The theory used is the S-O-R (Stimulus Organism Response) theory. The independent variable in this study was exposure to the Tokopedia "Filosofi Pete" advertisement on Youtube which was measured using frequency, duration, and intensity. While the dependent variable in this study is the decision to purchase Culinary MSME products by the people of Surabaya, with indicators namely problem recognition, seeking information, evaluating alternatives, and purchasing decisions. The research method used in this research is quantitative. The subjects of this study were the people of Surabaya, aged 15-64 years and had watched the Tokopedia advertisement at least 1-2 times a week. While the object of this research is the Tokopedia advertisement "Filosofi Pete". The data collection technique used purposive sampling technique using a research instrument in the form of a questionnaire totaling 100 respondents. Data processing was carried out using the SPSS application with multiple linear regression analysis techniques, t test, F test, and coefficient of determination test. The results of this study indicate that the number of advertisements watched by the public, the length of time people watch advertisements, and the depth of public understanding of advertising messages affect purchasing decisions. This research is expected to contribute positively to further research in communication science. Keywords: advertising, advertising exposure, Youtube, purchasing decisions
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Inggrid Priscillia Soedjono | ||||||||
| Date Deposited: | 23 May 2022 07:03 | ||||||||
| Last Modified: | 23 May 2022 07:03 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/6132 |
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