SOFIARI, AGHNIA INTAN (2021) PENGARUH TERPAAN IKLAN GOPAY VERSI “RUMAH PEVITA DISERANG ORANG GAK DIKENAL!” TERHADAP SIKAP KONSUMEN REMAJA SURABAYA. Undergraduate thesis, UPN "VETERAN" JATIM.
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Abstract
Technology has grown rapidly and improved convenience for its users, including the growth of internet which connects people in many platforms. Startup companies are pushed to innovate. In GoPay’s ads “Rumah Pevita Diserang Orang Gak Dikenal”, it portrays the convenience of transaction using GoPay which was targeted for its users, specifically teenagers. This advertisement is capable of changing teenagers’ lifestyle and consumer behavior. This research used quantitative method to understand the effect of exposure of Gopay’s ads “Rumah Pevita Diserang Orang Gak Dikenal!” to teenagers’ consumer behavior in Surabaya. This research used purposive sampling and Stimulus-Organism- Response’s (S-OR) Theory. The data accumulation used online questionnaire and the criterions include 100 respondents aged 17-24 years old, users of Gopay, and have seen the ads. The data analysis used Simple Linear Regression and the hypothesis was tested using t Test and Determination Coefficient test. The result state that the H0 is denied and the H1 accepted which means there is an effect on the exposure of the “Rumah Pevita Diserang Orang Gak Dikenal!” GoPay’s ads to the teenagers’ consumer behavior in Surabaya. That can be seen on the Determination Coefficient test for 67,1%. Keywords: Advertising Exposure, GoPay’s Advertising Exposure, Consumer Behavior
| 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: | Budiyono Budiyono | ||||||||
| Date Deposited: | 15 Jul 2021 07:21 | ||||||||
| Last Modified: | 15 Jul 2021 07:21 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/2296 |
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