Nadhilah Amalia, . (2024) PENGARUH EFEKTIVITAS IKLAN SHOPEE 'COD CEK DULU' DI YOUTUBE TERHADAP MINAT BELI PENGGUNA SHOPEE DI INDOENSIA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Nowadays, people shop online more often because it is easier and more practical. There are various e-commerce developments in Indonesia, one of which is Shopee. Shopee is the e-commerce with the most visitors in Indonesia, this is because Shopee has advantages, one of which is having various interesting features. Shopee recently released a feature that has never existed in any e-commerce, namely COD Cek Dulu. Shopee introduced its new feature through an advert uploaded on YouTube. This research aims to discuss the effect of the effectiveness of Shopee COD Cek Dulu advertisements on YouTube on the buying interest of Shopee users in Indonesia. The theory used in this research is Cognitive Response Theory. The research method used in this research is explanatory quantitative. This research obtained primary data by distributing questionnaires to Shopee users in Indonesia. Sampling in this research was calculated using the Slovin formula and got a total of 100 samples. The simple linear regression test results get a significance value of 0.001 <0.05, which means that the independent variable affects the dependent variable. The coefficient of determination test in this study shows that the effect of the effectiveness of Shopee COD Cek Dulu advertisements on YouTube on the buying interest of Shopee users in Indonesia reaches 73.7%, while the remaining 26.3% is influenced by other factors outside this study. The results of the hypothesis test show that there is a significant influence between the effectiveness of Shopee COD Cek Dulu advertisements on the buying interest of Shopee users in Indonesia. Keywords: Ad Effectiveness, Purchase Intention, Shopee
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010411263] [Pembimbing: Dr. Azwar, S.S., M.Si.] [Penguji 1: Dr. Dra. Hj. Rini Riyantini, M.Si.] [Penguji 2: Kumala Hayati S.I.Kom.,M.Med.Kom] |
| Uncontrolled Keywords: | Ad Effectiveness, Purchase Intention, Shopee |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| 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: | NADHILAH AMALIA |
| Date Deposited: | 29 Aug 2024 04:23 |
| Last Modified: | 29 Aug 2024 04:23 |
| URI: | http://repository.upnvj.ac.id/id/eprint/32822 |
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