Dewi, Kartika Aprilia (2025) Pengaruh Pesan Kampanye "Beli Lokal" Shop Tokopedia Di Sosial Media Terhadap Sikap Pada Produk Lokal. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The presence of e-commerce presents its own challenges for local products or brands in Indonesia. Indonesian consumers tend to prefer imported products over local ones due to their perceived higher quality and better innovation. There is a common belief that imported products are more exotic and attractive because they possess a stronger brand image, which is further reinforced by extensive advertising campaigns. In response, Tokopedia, in collaboration with Tiktok, is conducting a campaign to support local brands and products. This study was conducted to determine whether ShopTokopedia’s “Beli Lokal” campaign message on social media influences audience attitudes toward local products. The theoretical framework used in this study is the Stimulus-Organism-Response (SOR) theory, which examines changes in individual attitudes as a response to stimuli, in this case, campaign messages, The study adopts a quantitative approach within a positivist paradigm. The method used is a survey administered through a questionnaire. The population of this study comprises all Tokopedia Instagram followers, totalling approximately 5,100,000. Using the Slovin formula with a 10% margin of error, a sample of 100 respondents was obtained. The results of the study indicate that the campaign message variable (x) has an influence of 67,7% on the attitude variable (Y), while the remaining 32,3% is influenced by other variables not included in the linear regression model. Furthermore, the study finds that continuity and consistency in the campaign messaging play a significant role in shaping audience attitude toward using local products, particularly in the cognitive dimension.
| 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: | Kartika Aprilia Dewi | ||||||||
| Date Deposited: | 22 Jul 2025 01:40 | ||||||||
| Last Modified: | 22 Jul 2025 01:40 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/40233 |
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