PENGARUH TERPAAN IKLAN DAN KETERLIBATAN PRODUK IKLAN GOJEK “SURGA MAKANAN” DI YOUTUBE TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA MAHASISWA UNIVERSITAS SRIWIJAYA JURUSAN ILMU KOMUNIKASI ANGKATAN 2021)

HIDAYATULLAH, ARYA (2025) PENGARUH TERPAAN IKLAN DAN KETERLIBATAN PRODUK IKLAN GOJEK “SURGA MAKANAN” DI YOUTUBE TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA MAHASISWA UNIVERSITAS SRIWIJAYA JURUSAN ILMU KOMUNIKASI ANGKATAN 2021). Undergraduate thesis, Sriwijaya University.

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Abstract

The growing use of YouTube as a strategic platform for digital advertising, particularly among university students, serves as the foundation of this research. Gojek’s “Surga Makanan” (Food Paradise) campaign leverages visual, emotional, and promotional appeals to influence consumer behavior. The objective is to analyze the influence of advertising exposure and product involvement on the purchase decisions of students from the Department of Communication Science, Sriwijaya University, Class of 2021. A quantitative approach was employed using a survey method involving 76 respondents who met specific criteria related to YouTube and GoFood usage. Data analysis techniques included tests of validity, reliability, normality, multiple linear regression, Pearson correlation, as well as t-test and F-test. All statement items were found to be valid (r > 0.226) and reliable (Cronbach’s Alpha > 0.60), with data normally distributed (significance = 0.112 > 0.05). The regression analysis produced the equation Y = -23.780 + 1.236X₁ + 1.390X₂, indicating that both advertising exposure (X₁) and product involvement (X₂) have a positive effect on purchase decisions (Y). The t-test confirmed the significance of both variables (p < 0.05), and the R² value of 0.370 suggests that 37% of the variance in purchase decisions can be explained by these two independent variables. A Pearson correlation coefficient of 0.608 reflects a strong and positive relationship. These findings demonstrate that Gojek’s “Surga Makanan” advertisement on YouTube significantly influences students’ purchasing decisions. Keywords: Advertising Exposure, Gojek, Product Involvement, Purchase Decision, YouTube.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: 07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User: Arya Hidayatullah
Date Deposited: 23 Sep 2025 02:26
Last Modified: 23 Sep 2025 02:26
URI: http://repository.unsri.ac.id/id/eprint/184651

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