PENGARUH TERPAAN IKLAN TOKOPEDIA VERSI "BEBAS ONGKIR" DI YOUTUBE TERHADAP PERILAKU KONSUMTIF MAHASISWA (Studi Pada Mahasiswa Ilmu Komunikasi 2017-2018 Universitas Sriwijaya Indralaya)

ARYANI, NOVIA and Nisyak, Hoirun and Pratiwi, Miftha (2021) PENGARUH TERPAAN IKLAN TOKOPEDIA VERSI "BEBAS ONGKIR" DI YOUTUBE TERHADAP PERILAKU KONSUMTIF MAHASISWA (Studi Pada Mahasiswa Ilmu Komunikasi 2017-2018 Universitas Sriwijaya Indralaya). Undergraduate thesis, Sriwijaya University.

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Abstract

This research entitled "The Influence of Tokopedia Ad Exposure of "Free Shipping Fee"Version on YouTube Against Student Consumptive Behavior." The purpose of this study was to determine whether there was an effect of exposure to the “Free Shipping Fee” version of Tokopedia ad on YouTube on student consumptive behavior, and how much influence it had. The method was using quantitative method with descriptive analysis techniques and explanativetechniques using simple linear regression parametric statistical analysis tools. By collecting data through questionnaires to 70 respondents of Communication Sciences students year 2017-2018 in Sriwijaya University Indralaya, the researcher found that the results of the data analysis in this study were obtained through hypothesis testing using the t test that t count was greater than t table, where tcount was 3,622>table 1.995, which means that there was an effect of exposure to the "free postage" version of the Tokopedia advertisement on YouTube on students consumptive behavior. 29.1% of the effect was given and the rest was influenced by other factors. The linear regression equation obtained was 22,362 + 0.730 which stated that every addition of one value of The Effect of Advertising Exposure would give an increase in value of 0.730 on Students Consumptive Behavior among Communication Science Students year 2017-2018 in Sriwijaya University Indralaya.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Terpaan Iklan, Perilaku Konsumtif
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions: 07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User: Novia Aryani
Date Deposited: 24 Feb 2021 04:23
Last Modified: 24 Feb 2021 04:23
URI: http://repository.unsri.ac.id/id/eprint/43127

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