PENGARUH IKLAN YOUTUBE “MODAL #PERCAYA ASLI TJAP INDONESIA” PADA CHANNEL YOUTUBE GRAB INDONESIA TERHADAP LOYALITAS PELANGGAN GRAB

Vito Rakha Adi Kusumo, . (2023) PENGARUH IKLAN YOUTUBE “MODAL #PERCAYA ASLI TJAP INDONESIA” PADA CHANNEL YOUTUBE GRAB INDONESIA TERHADAP LOYALITAS PELANGGAN GRAB. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research discusses the effect of the YouTube ad "Modal #Percaya Asli Tjap Indonesia" on the Grab Indonesia YouTube channel on Grab customer loyalty. The purpose of this study is to determine whether there is an influence of the YouTube ad on Grab customer loyalty and how significant the influence is. The theory used in this study is the Elaboration Likelihood Theory, and the method used is quantitative research. The population in this study is the subscribers of Grab Indonesia's YouTube channel, and the sample used is 100 respondents using the Taro Yamane formula with a non-probability sampling technique. Data processing in this study uses SPSS version 25 for Windows. Based on the coefficient of determination calculation, the result shows that the influence of ad exposure on customer loyalty is 70.7%, while the remaining 29.3% is the influence of other variables that were not examined in this study. The hypothesis testing results using the t-test show that the calculated t-value of 15.473 > t-table of 1.665, then it can be concluded that H0 is rejected and Ha is accepted. The R value obtained through the correlation test is 0.841, which is in the category of a very strong correlation coefficient value. It can be concluded that the YouTube ad "Modal #Percaya Asli Tjap Indonesia" has a very strong influence on Grab customer loyalty among subscribers of Grab Indonesia's YouTube channel..

Item Type: Thesis (Skripsi)
Additional Information: [o panggil; 1610411111] [Pembimbing: Irpan Ripa'i Sutowo] [Penguji 1: Siti Maryam] [Penguji 2: Ratu Nadya W]
Uncontrolled Keywords: Iklan, Komunikasi Pemasaran, Loyalitas Pelanggan, Periklanan, Youtube.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: Vito Rakha Adi Kusumo
Date Deposited: 25 Sep 2023 02:34
Last Modified: 25 Sep 2023 02:34
URI: http://repository.upnvj.ac.id/id/eprint/26478

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