Angela Michelle Purnomo, . (2025) PENGARUH IKLAN CIMORY #SUSUBANYAKRASA DI YOUTUBE TERHADAP MINAT BELI KONSUMEN (Studi Pada Video YouTube Clash Of Champions RuangGuru). Tugas Akhir thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Cimory UHT sales experienced slow growth and a declining trend from 2020 to 2023, indicating low brand awareness and weak consumer purchase intention. The advertisement launched in 2022 was considered ineffective in achieving its communication objectives, which led Cimory to release a new advertisement in 2024 under the #SusuBanyakRasa campaign. This advertisement was aired through the Clash of Champions video series on RuangGuru’s YouTube channel (episodes 1 to 6), where the promotional content was embedded naturally within the storyline of the main video rather than shown as a separate segment. This study aims to examine the influence of advertising exposure to the Cimory #SusuBanyakRasa campaign on YouTube based on the Advertising Exposure theory. A quantitative research method was employed, with two main variables, identified as advertising exposure (X) and purchase intention (Y), and a total of 125 respondents served as the research sample. Hypothesis testing results show that the t-value (9.661) is greater than the t-table (1.979), indicating that H1 is accepted. This demonstrates that the Cimory #SusuBanyakRasa advertisement on YouTube in 2024 significantly influenced consumer purchase intention, even though the viewing duration was relatively short. Furthermore, the coefficient of determination test shows that 43.1% of the variation in purchase intention can be explained by advertising exposure, suggesting a substantial impact of the campaign on consumer behavior.
| Item Type: | Thesis (Tugas Akhir) |
|---|---|
| Additional Information: | [No. Panggil : 2110411079] [Pembimbing : Windhi Tia Saputra] [Penguji 1 : Ahmad Zakki Abdullah] [Penguji 2 : Kumala Hayati] |
| Uncontrolled Keywords: | Advertising Exposure, Advertising Exposure Theory, Cimory UHT, Consumer Purchase Intention, YouTube |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| 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: | ANGELA MICHELLE PURNOMO |
| Date Deposited: | 11 Aug 2025 03:22 |
| Last Modified: | 11 Aug 2025 03:22 |
| URI: | http://repository.upnvj.ac.id/id/eprint/37749 |
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