Aji Septiani, Tasyia and Gumelar, Rangga Galura and Setyorini, Deviani (2022) TERPAAN INSTAGRAMFEEDSDANSTORIES ADVERTISINGDETTOL TERHADAP MINAT BELIDI MASA PANDEMI COVID-19 (Survei Terhadap Masyarakat Kota Serang). S1 thesis, Fakultas Ilmu Sosial Dan Ilmu Politik.

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Abstract

ABSTRAK Tasyia Aji Septiani. NIM 6662170013. SKRIPSI. Terpaan Instagram Feeds dan Stories Advertising Dettol Terhadap Minat Beli Produk Dettol Di Masa Pandemi Covid-19 (Survei Terhadap Masyarakat Kota Serang Usia 15 – 24 Tahun) . Pembimbing I: Dr. Ing. (FH) Rangga Galura Gumelar, M., Si dan Pembimbing II: Deviani Setyorini, MCMS. Salah satu strategi untuk menawarkan produk serta menarik minat konsumen adalah dengan mempromosikannya melalui iklan. Bahkan saat ini media sosial instagram menghadirkan fitur instagram feeds dan stories advertising guna meningkatkan traffic, brand exposure, dan menambah pemasukan para pelaku usaha. Namun, transaksi ekonomi digital di Indonesia tidak sama halnya dengan kondisi perilaku konsumen saat pandemi. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh terpaan instagram feeds dan stories advertising Dettol, dengan indikator persuasion, impact, dan communication terhadap minat beli produk Dettol di masa pandemi covid 19 yang diukur melalui indikator attention, interest dan desire. Penelitian ini menggunakan metode survei dengan memperoleh data melalui kuesioner yang disebar kepada Masyarakat Kota Serang usia 15 – 24 tahun sebagai pengguna aktif instagram sebanyak 100 responden. Teknik pengambilan sampel dalam penelitian ini menggunakan probability sampling.Hasil dari koefisien determinasi sebesar 61,46% yang menandakan bahwa minat beli produk Dettol dapat dipengaruhi dengan terpaan instagram feeds dan stories advertising Dettol, sedangkan sisanya dipengaruhi oleh faktor lain. Kemudian setelah dilakukan perhitungan uji regresi dihasilkan persamaan Y = 5,154 + 0,812X. Kata Kunci: Terpaan, InstagramFeeds dan StoriesAdvertising, Minat Beli, Pandemi, Covid 19. ABSTRACT Tasyia Aji Septiani. NIM 6662170013. Thesis. The Exposure of Dettol's Instagram Feeds and Stories Advertising to Public’s Interest in Buying Dettol Products During the Covid-19 Pandemic (Survey of Serang City Communities Age 15 – 24 Years) . Advisor I: Dr. Ing. (FH) Rangga Galura Gumelar, M., Si and Advisor II: Deviani Setyorini, MCMS. One strategy to offer products and attract consumers is to promote them through advertising. Even today, Instagram social media features Instagram feeds and stories advertising to increase traffic, brand exposure, and increase the income of business owners. However, digital economic transactions in Indonesia are not the same as the condition of consumer behavior during the pandemic. This study aims to determine how much the exposure to Dettol's Instagram feeds and stories advertising, with persuasion, impact, and communication indicators influencesthe interest in buying Dettol products during the COVID-19 pandemic, which is measured by attention, interest and desire indicators. This study uses a survey method by obtaining data through questionnaires distributed to the people of Serang City aged 15-24 years as active users of Instagram as many as 100 respondents. The sampling technique in this study uses probability sampling. The result of the coefficient of determination is 61.46% which indicates that interest in buying Dettol products can be influenced by exposure to Instagram feeds and Dettol stories advertising, while the rest is influenced by other factors. Then after calculating the regression test, the equation Y = 5.154 + 0.812X is generated. Keywords: Exposure, Instagram Feeds and Stories Advertising, Buying Interest, Pandemic, Covid 19.

Item Type:	Thesis (S1)
Subjects:	Communication > Communication (General)
Divisions:	06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi
Depositing User:	Perpustakaan FISIP
Date Deposited:	08 Aug 2024 11:24
Last Modified:	08 Aug 2024 11:24
URI:	http://eprints.untirta.ac.id/id/eprint/14205

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