IFFA, ZAHROTUL (2022) PENGARUH TERPAAN IKLAN SHOPEE TERHADAP MINAT BELI MASYARAKAT DI SURABAYA (Studi Deskriptif Kuantitatif Pengaruh Terpaan Iklan Shopee Versi “Sepedanya Mana?” di Televisi Terhadap Minat Beli Masyarakat di Surabaya). Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
Penelitian ini memiliki tujuan mengetahui ada atau tidaknya pengaruh terpaan iklan shopee terhadap minat beli masyarakat di Surabaya. Teori yang digunakan ialah Teori S-O-R yang menjelaskan bahwa pesan (stimulus) yang dapat diterima komunikan (organism) akan menimbulkan efek (response). Penelitian ini menggunakan metode kuantitatif dengan teknik penarikan sampel Purposive Sampling. Data diperoleh menggunakan kuesioner untuk 100 sampel pada masyarakat Surabaya. Selanjutnya diolah dengan uji statistika (SPSS). Hasil dari uji hipotesis (Uji t) secara statistik menunjukkan bahwa H0 ditolak dan H1 diterima yang berarti Terpaan Iklan Shopee memiliki pengaruh terhadap Minat Beli Masyarakat di Surabaya. Hal ini dapat ditunjukkan dari uji hipotesis yaitu nilai t hitung 17,99 lebih besar dari t tabel yaitu 1,661. Kata Kunci: Terpaan Iklan, Minat Beli This study has the purpose of knowing whether or not the effect of exposure to shopee ads to the buying interest of people in Surabaya. The theory used is the theory of S-O-R which explains that the message (stimulus) that can be accepted communicant (organism) will cause effect (response). This research uses quantitative method with Purposive Sampling sampling technique. Data were obtained using questionnaires for 100 samples in Surabaya society. Further processed by statistical test (SPSS). The results of the hypothesis test (t test) statistically show that H_0 is rejected and H_1 is accepted which means Percash of Shopee Ads has an influence on Buy Interest of Communities in Surabaya. This can be shown from hypothesis test that is t value 17,99 bigger than t table that is 1,661 Keywords: Ad Overpayment, Buy 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: | Lisa nadya irawan | ||||||||
| Date Deposited: | 19 Jul 2022 02:15 | ||||||||
| Last Modified: | 19 Jul 2022 02:15 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/7630 |
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