RAMDHANI, DHIYAH (2020) ANALISIS KOMPARASI EFEKTIVITAS TAYANGAN IKLAN MENGGUNAKAN MEDIA YOUTUBE DAN TELEVISI BAGI SITUS BELANJA ONLINE (Studi pada mahasiswa Universitas Pembangunan Nasional “Veteran” Jawa Timur ). Other thesis, UPN"VETERAN" JATIM.
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Abstract
Business development and community life patterns continue to change, thus requiring business people to always innovate. Online shopping sites are innovations that make it easy for consumers to make transactions online, one of which is Shopee. Promotion through advertising is a strategy for introducing onle shopping sites to consumers.This study aims to analyze the differences in the effectiveness of Shopee online shopping site ads on YouTube and television. This type of research is quantitative with the distribution of questionnaires as a data collection tool. The population of this study was 10,491 UPN "Veteran" students in East Java.Marinating 336 samples usig the technique proportionate stratified random sampling. Analysis of data in research using validity test, reliability, EPIC Model and Independent T-Test. Based on the analysis of the EPIC Model of advertising effectiveness using YouTube Media is 3.54 and television media of 3.41 shows that YouTube media advertising effectiveness is higher than television media. The results of the analysis using the Independent T-Test indicate that the entire dimension has a value of sig. 2-tailed ≤ 0.05 which means that the effectiveness of YouTube and television ads has a significant difference, especially in view of the empathy dimension, Persuasion, impact and communication. Keywords: Online shopping sites, empathy, persuasion, impact, communication, youtube, television
| Item Type: | Thesis (Other) | ||||||||
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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: | Mujari Mujari | ||||||||
| Date Deposited: | 23 Mar 2021 09:53 | ||||||||
| Last Modified: | 23 Mar 2021 09:53 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/1456 |
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