Kezia Rosanna Siahaan, . (2021) PENGARUH TERPAAN BERITA LGBT PADA IKLAN TOKOPEDIA X BTS DI MEDIA ONLINE TERHADAP BRAND IMAGE TOKOPEDIA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The development of the world that is increasing rapidly in the field of technology, one of which is the internet. The internet is a medium that can be used easily and widely, such as getting information. Submission of information on the internet is included in mass communication that is disseminated to a wide audience. The mass media broadcast information about an event called news. The exposure of the messages conveyed in the news has a strong enough influence to form a public view. The existence of negative news exposure can be a source of information that affects public attitudes. There is a phenomenon circulating in the community, that one of the non-governmental organizations, namely the Indonesian Strategic Studies Advocacy Institute (LAKSI) accused the Tokopedia X BTS advertisement of leading the LGBT campaign. This can create a negative or unpleasant image for a company, especially e-commerce Tokopedia. The communication theory used is stimulus response theory, using the concept of mass communication, media exposure, online media, news, communication strategies and brand image. The approach in this research uses quantitative methods with the paradigm of positivism and explanative survey methods. The results of the correlation test for the X variable (News Exposure) to the Y variable (Brand Image) showed a correlation of 0.285. The results of the hypothesis test (t test) of 2,942 means that Ho is rejected and Ha is accepted. The conclusion from the test results is that there is an influence between the exposure of LGBT news on the Tokopedia X BTS advertisements in online media to the Tokopedia brand image. Keywords: Exposure, News, Online Media, Brand Image
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1710411219] [Pembimbing: Uljanatunnisa] [Penguji 1: Ilona Vicenovie O.S.] [Penguji 2: Ratu Nadya W.] |
| Uncontrolled Keywords: | Exposure, News, Online Media, Brand Image |
| Subjects: | H Social Sciences > HX Socialism. Communism. Anarchism |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Kezia Rosanna |
| Date Deposited: | 29 Nov 2021 09:19 |
| Last Modified: | 29 Nov 2021 09:19 |
| URI: | http://repository.upnvj.ac.id/id/eprint/13641 |
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