PENGARUH TERPAAN IKLAN APLIKASI SHOPEE TERHADAP MINAT MEMBELI MASYARAKAT (Studi Mengenai Iklan Shopee “Parodi Sepeda Jokowi” Terhadap Penghuni Perumahan Kenten Permai I Palembang yang Menggunakan Aplikasi Shopee)

DEVITASARI, DEVITASARI and Alfatih, Andy and Bafadhal, Oemar Madri (2018) PENGARUH TERPAAN IKLAN APLIKASI SHOPEE TERHADAP MINAT MEMBELI MASYARAKAT (Studi Mengenai Iklan Shopee “Parodi Sepeda Jokowi” Terhadap Penghuni Perumahan Kenten Permai I Palembang yang Menggunakan Aplikasi Shopee). Undergraduate thesis, Sriwijaya University.

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Abstract

The rapid development of internet lechnology has lead to the growth of ecommerce, which is also growing rapidly, this growth is certainly used by entrepreneurs, so one way that can be done is through exposure of advertisements on television with the aim of influencing consumers, so this research is motivated to prove whether the emergence of buying interest is indeed influenced by exposure of advertisements on television. The formulation of the problem in this study is whether there is an effect ofShopee advertisement exposure to the inlerest in buying of lhe community, and how much influence the exposure of Shopee's application advertisement has on the interest in buying of the community. The lheory used in this study is the theory of Advertising Exposure according to Wells, Burnett, Moriarty (2000) and the theory of Buying Interest according to Ferdinand Augusty (2006). This study uses quantiJative research methodr. Dala obtained from primary data obtained from questionnaires directly to the residents of the Kenten Permai I Housing in Palembang as many as 90 respondents, and secondary data obtained from literature, books, documents, archives, etc. Data analysis techniques using descriptive analysis techniques and explanative analysis techniques using simple linear regression. So based on data analysis, by giving a score to the answers thal chosen by respondents using a likert scale. Research shows that exposure to Shopee 's adf shows significant results on buying interest of 20.3%. The results of this study are Ha accepted and Ho rejected, by showing the value of I count > t table at a significant level of 5% with a ratio of 4. 736 > 1.987. From these results, it was concluded that there is an effect of Shopee 's advertising exposure to the buying interest of the people that living in the Kenten Permai 1 Housing in Palembang.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Exposure, Television Advertising, Buyi11g l,rterest
Subjects: Q Science > QA Mathematics > QA75-76.95 Calculating machines > QA76.9.E94 Computer system performance. Computer Communication Networks. Computer science. Logic design. Operating systems (Computers).
Divisions: Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User: Mrs Sri Astuti
Date Deposited: 30 Oct 2019 03:08
Last Modified: 30 Oct 2019 03:18
URI: http://repository.unsri.ac.id/id/eprint/13875

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