Fazri Kurniawan, . (2024) PENGARUH RESPON KOGNITIF IKLAN “AQUA GALONNYA GA NYAMPAH” DI INSTAGRAM @SEHATAQUA TERHADAP SIKAP KONSUMEN PADA IKLAN DAN SIKAP KONSUMEN PADA MEREK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Social media provides convenience in spreading information quickly and allows space for people to express their opinions. However, it is undeniable that the information and comments disseminated may not always be positive; they can also be negative, such as issues related to the cleanliness and safety of AQUA's gallon products on social media. Despite this, in response to such issues, AQUA took steps by launching the "AQUA Galonnya Ga Nyampah" campaign with positive information about AQUA's gallon products, distributed through Instagram @sehataqua. This research aims to investigate the influence of cognitive response to the "AQUA Galonnya Ga Nyampah" advertisement on Instagram @sehataqua (variable X) on consumer attitudes (variable Y). The theoretical framework used in this study is the Cognitive Response Theory. The research methodology employed is explanatory research. The sampling technique used is simple random sampling from the population of followers of the Instagram account @sehataqua, with a sample size of 100 determined using the Solvin formula. The findings of this study indicate that cognitive responses to the "AQUA Galonnya Ga Nyampah" advertisement on Instagram @sehataqua have an influence on consumer attitudes. The coefficient of determination test results show that cognitive responses influence consumer attitudes by 63.3%. Approximately 36.3% is likely influenced by other factors outside the scope of this study. Additionally, there is an influence of cognitive responses on ad attitudes by 60.2% and brand attitudes by 52.2%.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 2010411124] [Pembimbing : Witanti Prihatiningsih [Penguji 1 : Rini Riyantini] [Penguji 2 : Zayyin Abdul Quddus |
| Uncontrolled Keywords: | Advertisement, Attitude, Cognitive Response, Instagram, Social Media |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | FAZRI KURNIAWAN |
| Date Deposited: | 24 Sep 2024 07:42 |
| Last Modified: | 24 Sep 2024 07:42 |
| URI: | http://repository.upnvj.ac.id/id/eprint/33345 |
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