EFEKTIVITAS IKLAN GOJEK (GORIDE) J3K: AGAR NYAMAN DALAM PERJALANAN PAKE GOJEK DI TELEVISI TERHADAP MINAT MENGGUNAKAN JASA APLIKASI GOJEK PADA MASYARAKAT KOTA PALEMBANG

ADRIANI, CHENDY AISYAH and Nisyak, Hoirun and Bafadhal, Oemar Madri (2021) EFEKTIVITAS IKLAN GOJEK (GORIDE) J3K: AGAR NYAMAN DALAM PERJALANAN PAKE GOJEK DI TELEVISI TERHADAP MINAT MENGGUNAKAN JASA APLIKASI GOJEK PADA MASYARAKAT KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Gojek is a technology company from Indonesia that serves transportation through motorcycle taxi services. Gojek has issued an advert for J3K: To Be Comfortable When Traveling Use Gojek which explains the comfort of driving during the pandemic by obeying the applicable health protocols. Gojek J3K Advertising: To Be Comfortable When Traveling Using Gojek are analyzed using the EPIC Model to determine the effectiveness of Gojek advertisements on television. The EPIC Model is one of the measuring tools, to measure the effectiveness of advertising developed by AC Nielsen and uses the theory of buying interest according to Schiffman and Kanuk (2008:470-473) in measuring the Y variable so that advertising can successfully stimulate action to buy. This study uses convenience sampling method with a total sample of 102 people of Palembang City. The results of the study prove that there is a significant influence between the effectiveness of Gojek (GoRide) J3K advertisements on interest in using Gojek application services in the people of Palembang City, Gojek (GoRide) J3K advertisements affect interest in using Gojek application services by 70.8%. Keywords: Advertising Effectiveness, Gojek, Buying Interest

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Ilmu Komunikasi, Penyiaran
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: 07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User: Chendy Aisyah Adriani
Date Deposited: 21 Feb 2022 02:25
Last Modified: 21 Feb 2022 02:25
URI: http://repository.unsri.ac.id/id/eprint/65272

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