Sari, Rosita (2024) PENGARUH IKLAN ANIMASI “SHOPEE DARI RUMAH” MELALUI MEDIA YOUTUBE TERHADAP MINAT BELI PADA APLIKASI SHOPEE (Survei Pada Masyarakat Kecamatan Pasar Kemis Kabupaten Tangerang). S1 thesis, Universitas Sultan Ageng Tirtayasa.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text
Rosita Sari_6662180091_Fulltext.pdf Restricted to Registered users only Download (2MB) |
|
Text
Rosita Sari_6662180091_CP.pdf Restricted to Registered users only Download (796kB) |
|
Text
Rosita Sari_6662180091_01.pdf Restricted to Registered users only Download (898kB) |
|
Text
Rosita Sari_6662180091_02.pdf Restricted to Registered users only Download (482kB) |
|
Text
Rosita Sari_6662180091_03.pdf Restricted to Registered users only Download (378kB) |
|
Text
Rosita Sari_6662180091_04.pdf Restricted to Registered users only Download (1MB) |
|
Text
Rosita Sari_6662180091_05.pdf Restricted to Registered users only Download (131kB) |
|
Text
Rosita Sari_6662180091_Ref.pdf Restricted to Registered users only Download (30kB) |
|
Text
Rosita Sari_6662180091_Lamp.pdf Restricted to Registered users only Download (482kB) |
Abstract
The era of globalization and technological advances requires companies to further popularize their products through various advertising media, as well as advance the world of advertising in order to further optimize creative advertising strategies with various innovations that impress the audience. This study aims to calculate how strong the influence of the animated advertisement “Shopee Dari Rumah” through YouTube media on buying interest in the Shopee Application. The theory used in the study is the S-O-R (Stimulus – Oganism – Response) theory with the basic assumption that every behavior is essentially a response to a stimulus, in this case a buying interest. This research is a quantitative with a survey approach and uses primary data obtained directly from respondents through questionnaires. The population selected is the people of Pasar Kemis District with a sample of 100 respondents. Based on the calculation of the coefficient of determination with a correlation value of 0.711, the effect of 50.5% of the Purchase Interest variable is the contribution of the Shopee Animation Advertising variable. While the remaining 49.5% can be influenced by other factors. From the results of hypothesis testing, it is known that the value of tcount > ttable is 9.999 > 1.292, the meaning states that Ho is rejected and Ha is accepted. This means that there is an effect of the animated advertisement “Shopee Dari Rumah” through YouTube media on buying interest in the Shopee application. The influence is positive and significant.
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | Era globalisasi dan kemajuan teknologi menuntut perusahaan untuk lebih memopulerkan produknya melalui berbagai media iklan, serta memajukan dunia periklanan agar lebih mengoptimalkan strategi kreatif iklan dengan berbagai inovasi yang berkesan bagi khalayak. Penelitian ini bertujuan untuk menghitung seberapa kuat pengaruh iklan animasi “Shopee Dari Rumah” melalui media YouTube terhadap minat beli pada aplikasi Shopee. Teori yang digunakan dalam penelitian adalah teori S-O-R (Stimulus – Oganism – Response) dengan asumsi dasar bahwa setiap tingkah laku pada hakekatnya merupakan tanggapan atau respon terhadap suatu stimulus, dalam hal ini berupa minat beli. Penelitian ini merupakan penelitian kuantitatif dengan pendekatan survei dan menggunakan data primer yang diperoleh secara langsung dari responden melalui kuesioner. Populasi yang dipilih adalah masyarakat Kecamatan Pasar Kemis dengan sampel sebanyak 100 responden. Berdasarkan perhitungan koefisien determinasi dengan nilai korelasi sebesar 0,711, maka dihasilkan pengaruh sebesar 50,5% variabel Minat Beli adalah kontribusi dari variabel Iklan Animasi Shopee. Sedangkan sisanya sebesar 49,5% dapat dipengaruhi oleh faktor lain. Dari hasil uji hipotesis diketahui bahwa nilai thitung > ttabel yaitu 9,999 > 1,292, penjabaran tersebut menyatakan bahwa Ho ditolak dan Ha diterima. Artinya terdapat pengaruh iklan animasi “Shopee Dari Rumah” melalui media YouTube terhadap minat beli pada aplikasi Shopee. Pengaruh yang ada bersifat positif dan signifikan. | |||||||||
| Uncontrolled Keywords: | Animated Advertising, Buying Interest, Shopee, Theory S-O-R, YouTube Iklan Animasi, Minat Beli, Shopee, Teori S-O-R, YouTube | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
|||||||||
| Depositing User: | Rosita Rosita Sari | |||||||||
| Date Deposited: | 19 Nov 2025 03:16 | |||||||||
| Last Modified: | 19 Nov 2025 03:16 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/56184 |
Actions (login required)
 |
View Item |