EFEKTIVITAS IKLAN YOUTUBE "GOYAH, NGE-HE, BOKHE" PADA CHANNEL YOUTUBE HEAD & SHOULDERS INDONESIA TERHADAP MINAT BELI KONSUMEN

Ravi Rabbani Basil, . (2025) EFEKTIVITAS IKLAN YOUTUBE "GOYAH, NGE-HE, BOKHE" PADA CHANNEL YOUTUBE HEAD & SHOULDERS INDONESIA TERHADAP MINAT BELI KONSUMEN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to determine the extent to which the effectiveness of the “Goyah, Ngehe, Bokhe” Head & Shoulders advertisement influences consumer purchase interest. Amid the growing trend of digital advertising by companies in Indonesia, the well-known shampoo brand, Head & Shoulders, released an advertisement edition titled “Goyah, Ngehe, Bokhe” that employs a comedic approach with catchy abbreviations, contrasting with previous ads that mainly used brand ambassadors as communicators. This research was conducted using a quantitative method based on the persuasion knowledge model, involving 100 respondents who are subscribers of the Head & Shoulders Indonesia YouTube channel. The results indicate that the “Goyah, Ngehe, Bokhe” Head & Shoulders advertisement has a significant effect on consumer purchase interest. The coefficient of determination analysis reveals that the effect of variable X on Y is 49,2%, while the remaining 50,8% is influenced by other factors outside this research. Hypothesis test shows that the t-value is 9.738 > 1.660, which means H₁ is accepted, indicating that variable X (Advertisement Effectiveness) has a significant influence on variable Y (Purchase Interest The author hopes that this research can be used as a source that can be developed better in further research. Keywords: Advertisement Effectiveness, Digital Advertising, Head & Shoulders, Persuasion Knowledge Model, Purchase Intention

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411300] [Pembimbing: Garcia Krisnando Nathanael] [Penguji 1: Rini Riyantini] [Penguji 2: Ratu Nadya Wahyuningratna]
Uncontrolled Keywords: Advertisement Effectiveness, Digital Advertising, Head & Shoulders, Persuasion Knowledge Model, Purchase Intention
Subjects: H Social Sciences > H Social Sciences (General)
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: RAVI RABBANI BASIL
Date Deposited: 27 Mar 2026 02:19
Last Modified: 27 Mar 2026 02:20
URI: http://repository.upnvj.ac.id/id/eprint/42302

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