Ro'in, Muhammad Zaidan Abiyyu (2026) Analisis Konten Iklan SPayLater pada Akun YouTube Shopee Indonesia. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
22043010035.-cover.pdf.pdf Download (1MB) |
|
Text (BAB I)
22043010035.-bab 1.pdf.pdf Download (556kB) |
|
Text (BAB II)
22043010035.-bab 2.pdf.pdf Restricted to Repository staff only until 13 July 2029. Download (452kB) |
|
Text (BAB III)
22043010035.-bab 3.pdf.pdf Restricted to Repository staff only until 13 July 2029. Download (425kB) |
|
Text (BAB IV)
22043010035.-bab 4.pdf.pdf Restricted to Repository staff only until 13 July 2029. Download (2MB) |
|
Text (BAB V)
22043010035.-bab 5.pdf.pdf Download (182kB) |
|
Text (Daftar Pustaka)
22043010035.-daftarpustaka.pdf.pdf Download (212kB) |
|
Text (LAMPIRAN)
22043010035.-lampiran.pdf.pdf Restricted to Repository staff only until 13 July 2029. Download (1MB) |
Abstract
The development of Buy Now Pay Later (BNPL) services in Indonesia has seen a significant increase, reaching 49.23% as of December 2025, with a total of 24.52 million debtors. One of the BNPL services with the most users in 2025 is Shopee’s SPayLater. SPayLater is frequently promoted through social media, including YouTube. Advertisements for SPayLater on Shopee’s official YouTube account serve not only as promotional media but are also designed to shape the audience’s perception of BNPL services as easy, practical, and beneficial solutions. This study was conducted to examine how persuasive messages in SPayLater advertisements are constructed within YouTube content. The focus of this research is to analyze message structure, message style, and language, as well as the message appeals used in SPayLater advertisements. The research method employed is descriptive qualitative with a content analysis approach based on Klaus Krippendorff’s framework. Research data was collected through observation and documentation of seven SPayLater advertisement contents from December 2024 to December 2025. The results of the study indicate that messages in SPayLater advertisements consistently use a one-sided message, an anticlimax pattern, and an explicit conclusion in terms of message structure. The style and language of the messages are simple, clear, and emphasize ease of use, utilizing repetition techniques to strengthen audience recall. The aspect of message appeals is dominated by reward appeals and motivation appeals. This study demonstrates that the SPayLater service is constructed as an easy, practical, and profitable solution through information simplification, the highlighting of benefits, and direct calls to action in the persuasive messages of SPayLater advertisements on Shopee Indonesia’s YouTube channel. Keywords: SPayLater, Buy Now Pay Later, Digital Advertisement, Content Analysis
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HG Finance |
||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Muhammad Zaidan Abiyyu Ro’in | ||||||||
| Date Deposited: | 13 Jul 2026 07:33 | ||||||||
| Last Modified: | 13 Jul 2026 08:03 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54998 |
Actions (login required)
 |
View Item |