Adnan Fadillah Hasan, . (2024) EFEKTIVITAS IKLAN ROKOK ELEKTRIK (VAPE) INDONESIA JUICE CARTEL GORILLA JAM TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI KUANTITATIF FOLLOWERS INSTAGRAM @INDONESIAJUICECARTEL). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Electronic cigarettes and vapes have become widely popular and favored by Indonesian society. The various types of electronic cigarettes available make them appealing to people who want to try different variants. This research aims to explore the effectiveness of Indonesian Juice Cartel's advertisements for their new product, Gorilla Jam, presented on their Instagram account @Indonesiajuicecartel, in influencing purchase interest among their followers. The study uses a quantitative explanatory research approach. The researchers collected data through questionnaires distributed to 100 respondents. To obtain the results, validity tests, reliability tests, correlation tests, simple linear regression tests, and hypothesis tests were conducted. The correlation coefficient results show a value of 0.781, which falls within the range of 0.60-0.80 and indicates a strong influence. The hypothesis test (T) results found a t-value of 6.624, leading to the conclusion that there is an influence between the effectiveness of the advertisement and consumer purchasing decisions. The coefficient of determination test results found a value of 0.610, meaning that the influence of using celebrity endorsers on the dependent variable (Y) is 61%, with the remaining 39% influenced by factors outside the study.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 1710411202] [Pembimbing : Retno Dyah Kusumastuti] [Penguji 1 : Ratu Nadya Wahyuningratna] [Penguji 2 : Puri Bestari Mardani] |
| Uncontrolled Keywords: | Advertising Effectiveness, Advertising, Indonesia Juice Cartel, Consumer Purchasing Decisions, Advertising |
| 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: | ADNAN FADILLAH HASAN |
| Date Deposited: | 27 Sep 2024 06:52 |
| Last Modified: | 27 Sep 2024 06:52 |
| URI: | http://repository.upnvj.ac.id/id/eprint/33431 |
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