Aji, Damar Andika Putra Kartika (2025) Pengaruh Terpaan Iklan Head And Shoulders x Mobile Legend Dalam Youtube @MPL Indonesia Terhadap Minat Beli Konsumen (Studi Terhadap Followers Akun Instagram @mpl.id.official). S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
The development of information and communication technology has significantly changed marketing communication patterns. One of the most prominent impacts is the use of social media as a means of effective and efficient product promotion. Head and shoulders x mobile legend is one of the products. Head and shoulders is ranked 4th in the 2024 brand choice award list. Advertisements that are aired repeatedly during the MPL tournament have attractive visuals by utilizing Mobile Legend characters in advertisements and product packaging plus bonus diamonds, becoming a promotional strategy that combines elements of entertainment and direct promotion. This study aims to analyze the effect of exposure to Head & Shoulders x Mobile Legend collaboration advertisements on the @MPL Indonesia YouTube account on consumer purchasing interest, especially Instagram followers @mpl.id.official. This study uses a quantitative method with a survey approach through a questionnaire to 100 respondents who are followers of the @MPL.id.official account. Using purposive sampling. The variables studied include indicators of such as frequency, intensity, and duration, as well as indicators of purchasing interest such as transactional, referential, preferential, and exploratory interest. The results of the correlation analysis show a value of 0.636, which means that the relationship between variables is strong. The simple linear regression test obtained the equation 15.605 (α) + 0.619 (x), the result of the coefficient of determination of 40.44%, which is a large influence of on purchasing interest, with the conclusion that there is an influence of on the purchasing interest of followers @MPL.id.official.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Perkembangan teknologi informasi dan komunikasi telah mengubah pola komunikasi pemasaran secara signifikan. Salah satu dampak paling menonjol adalah penggunaan media sosial sebagai sarana promosi produk secara efektif dan efisien. Head and shoulders x mobile legend salah satu produknya. Head and shoulders menempati posisi 4 dalam daftar penghargaan brand choice 2024. Iklan yang ditayangkan secara berulang selama turnamen MPL memiliki visual menarik dengan memanfaatkan karakter Mobile Legend pada iklan dan kemasan produk yang ditambah dengan bonus diamond, menjadi strategi promosi yang menggabungkan unsur hiburan dan promosi secara langsung. Penelitian ini bertujuan untuk menganalisis pengaruh terpaan iklan kolaborasi Head & Shoulders x Mobile Legend dalam akun YouTube @MPL Indonesia terhadap minat beli konsumen, khususnya followers Instagram @mpl.id.official. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei melalui kuesioner terhadap 100 responden yang merupakan followers akun @MPL.id.official. Menggunakan purposive sampling.Variabel yang diteliti mencakup indikator terpaan iklan seperti frekuensi, atensi, dan durasi, serta indikator minat beli seperti minat transaksional, referensial, preferensial, dan eksploratif. Hasil análisis korelasi menunjukkan nilai 0,636 yang berarti hubungan antar variabel bersifat kuat. Uji regresi linier sederhana mendapatkan persamaan 15,605 (α) + 0,619 (x),hasil koefeisien determinasi 40,44% yang besar pengaruh terpaan iklan terhadap minat beli,dengan kesimpulan terdapat pengaruh terpaan iklan terhadap minat beli followers @MPL.id.official. | ||||||
| Uncontrolled Keywords: | Advertisement exposure, purchase intention,MPL Indonesia, Mobile legend, Head & Shoulders Terpaan iklan, Minat beli, Mobile legend, MPL Indonesia,Head & shoulders. | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Damar Dika Aji | ||||||
| Date Deposited: | 03 Sep 2025 09:18 | ||||||
| Last Modified: | 03 Sep 2025 09:18 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53397 |
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